Ethnic Tourism Development: Language and Culture

1. Language use and attitude towards language and ethnic tourism of ethnic groupsin the western region of Thailand Research Institute for Languages and Cultures of AsiaMahidolUniversity, Salaya, Thailand The eleventh International Conference on Thai Studies Research Institute for Languages and Cultures of Asia Mahidol University, Thailand July 26-28, 2011

2. Research Title: Ethnicity, Language, Culture, and Ethnic Tourism Development Principle Investigator: Somsonge Burusphat Co-researchers: Sujaritlak Deepadung, Sumittra Suraratdecha, Narong Ardsamiti, Patama Patpong, Pichet Setaphong Research assistants: Sanparee Yokyong Peeranun Charoakanit Research cluster grant, Mahidol University, Thailand (2009-2010)

3. To present updated ethno-linguistic maps of areas inhabited by the eight ethnic groups: Karen, Mon, Thai Song Dam, Thai Yuan, Thai Phuan, Lao Khrang, Lao Vieng and Lao Tay To estimate the eight ethnic groups’ language vitality by their language use and attitudes towards their languages To evaluate the development of sustainable ethnic tourism in the areas where the eight ethnic groups reside. Objectives of this paper

4. Language affiliation • Tibeto-Burman language family: Karen • Austroasiatic language family: Mon • Southwestern Branch of the Tai-Kadai language family Lao group: Lao Khrang, Lao Vieng and Lao Tay Tai group: Thai Song Dam, Thai Yuan, and Thai Phuan

5. Ethno-linguistic Maps Data Collection: Library Survey Postal Survey Field Survey

6. Data analysis Identify ethnic communities 1. Settled communities are considered. 2. Immigrant communities are excluded. 3. Other ethnic communities where some ethnic people move in are excluded.

7. Presentation By using the geographical information system (GIS) technology, maps of areas inhabited by ethnic groups are displayed.

8. Sample language map

9. Language vitality and the attitude of the ethnic groups toward ethnic tourism development (ETD)

10. Two kinds of guided questionnaires were constructed for data collection, i.e., community and personal questionnaires. • Key persons living in each ethnic community were interviewed using the guided questionnaires. • A quantitative method, combined with participant observations, have been applied to the language use and language attitude data.

11. Qualitative data • The data collected from the in-depth interview with community leaders are analyzed by the qualitative approach. • The analysis shows physical features of ethnic communities such as village settlements, public utility, means of communication, education, language and culture, etc.

12. Quantitative data The quantitative data are analyzed in order to: • evaluate the language vitality of ethnic people in each age group which results in the language maintenance and language loss • evaluate the feasibility of ETD. • The SPSS for Windows Program has been used to calculate the frequency, percentage, and arithmetic mean of the data.

13. Degrees of language vitality • High: the language use is strong (S) and there are positive language attitudes (POS) • Medium: the language use is moderate (M) and language attitudes are neutral (NEU) • Low: the language use is weak (W) or endangered and there are negative attitudes (NEG)

14. Degrees of cultural preservation of ethnic groups • Strong (S): the community can preserve over 50 percents of their traditional customs • Medium (M): less than 50 percents • Weak (W): no customs are practiced

15. Degrees of the attitudes of ethnic groups towards ETD • High: the community has positive attitudes (POS) towards ethnic tourism development • Medium: the community has neutral attitudes (NEU) • Low: the community has negative attitudes (NEG) or unable to develop as an ethnic tourism site because there is no cultural heritage left. • NA: the language vitality and attitudes towards ETD cannot be evaluated and thus non-applicable (NA) if there are few or none of the ethnic group living in the province.

16. Language vitality and attitude towards ETD Vertical (Provinces) K = Kanchanaburi R = Ratchaburi P = Phetchaburi N = Nakhon Pathom SS = Samut Sakhon SK = Samut Songkhram SP = Suphan Buri Horizontal (Ethnic groups) K = Karen M = Mon S = Thai Song Dam Y = Thai Yuan P = Thai Phuan V = Lao Vieng K = Lao Krang T = Lao Tay Horizontal (Language vitality and attitude) S = Strong M = Medium W = Weak P = Positive NT = Neutral NG = Negative

17. Language vitality Three ethnic groups having the strongest language vitality • Mon • Karen • Thai Song Dam

18. ETD • Based on the language vitality, cultural preservation, and attitudes towards ETD, ethnic tourism can be developed in those areas where the majority of the three ethnic groups reside. • Karen • Mon • Thai Song Dam areas are in Kanchanaburi, Ratchaburi, Phetchaburi, Nakhon Pathom, Samut Sakhon, andSuphan Buri.

19. Participatory action research (PAR) • Following the findings of the first year’s research, participatory action research (PAR) will be carried out. • One model community will be selected based on anumber of supporting factors such as overall community strength, availability of man power, the authenticity of the linguistic and cultural data available in the community, and most importantly the willingness of the whole community to participate in the project.

20. Thank you..