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ASEAN and Tourism

ASEAN and Tourism. Victor T King. Orientations. Regional initiatives: sustainable development, hospitality, diversity ASEAN Tourism Association (March 1971) ASEAN Tourism Forum (1981)

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ASEAN and Tourism

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  1. ASEAN and Tourism Victor T King

  2. Orientations • Regional initiatives: sustainable development, hospitality, diversity • ASEAN Tourism Association (March 1971) • ASEAN Tourism Forum (1981) • 2014 (Malaysia), Advancing Tourism Together: ‘Tourism conserves, preserves and protects’; 2015 (Myanmar), ‘Tourism Towards Peace, Prosperity and Partnership.

  3. ASEAN protocols • ASEAN Tourism Ministers Meeting; and ASEAN Summits; • Manila Declaration (December 1987); encourage intra-ASEAN travel; • ASEAN Cooperation in Tourism, Cebu (January 1998); • ASEAN Tourism Agreement to be concluded, Brunei (November 2001); • Agreement, Phnom Penh (4 November, 2002); • Declaration on Enhancing Tourism Cooperation, Vientiane (2004)

  4. ASEAN Tourism

  5. Orientations • ASEAN Airlines Association; • ASEAN Hotel and Restaurant Association; • Federation of ASEAN Travel Associations; • Cruise packages; • World Heritage Sites; golf and sport; two/ three destinations: Indochina; • Thailand/Myanmar; Malaysia/Indonesia; Brunei/East Malaysia; • Hub stopovers: Singapore, Bangkok, Kuala Lumpur

  6. Publications • Peggy Teo, TC Chang, KC Ho, Interconnected Worlds (2001) • Tim Winter, Peggy Teo, TC Chang, Asia on Tour (2007); • VannarithChheang, Tourism and Regional Integration in Southeast Asia (2013)

  7. Emerging regionalism • Southeast Asia Treaty Organisation (SEATO), 1954, Manila Pact, Philippines and Thailand, but with Australia, New Zealand, France, UK, USA, Pakistan; • MAPHILINDO, 1963, Malaysia, Philippines, Indonesia; • Association of Southeast Asia (ASA), 1961-1967, Malaysia, Philippines, Thailand; • Anti-communist, pro-western alliances; • The result ASEAN, 1967; Singapore, Malaysia, Thailand in tourism terms

  8. Policy priorities • Tourism given high priority in regional and national development plans; Malaysia Truly Asia; Amazing Thailand, Always Amazes You; Wonderful Indonesia; It’s More Fun in the Philippines; Vietnam, Timeless Charm and a Different Orient; Cambodia, Kingdom of Wonder; Laos, Simply Beautiful; Myanmar, Let the Journey Begin; Your Singapore; Brunei, a Kingdom of Unexpected Treasures;

  9. Tourism’s significance • But lends itself to regional cooperation; less contentious; easier to organise package deals; allows national agendas; lower level of technology and skills required; • tourism implicated in several government ministries; • But tourism becoming increasingly competitive; are national agendas compromised?

  10. Regional Dimension • Regional plans, but also sub-regional ones (IMS, IMT [SIJORI), IMT, BIMP-EAGA, GMS, CLV, CLVT, CLT, CLMV Tourism Cooperation, Growth Quadrangle-China, LTM); • Visit ASEAN Year 1992; Visit ASEAN Tourism Campaign 2002; • Growing interest from other parts of Asia;

  11. Further developments • Lonely Planet and ASEAN, 2010; backpacking, beaches/spas, water sports, shopping, eating, sightseeing; • A regional destination: distances and infrastructure; budget airlines; road networks on mainland; possible rail network; cruise network; single visa

  12. Importance • Rapid growth and importance for GDP (2011, growth of 10% plus in international arrivals; GDP, 10.9% as against global average of 9%; half of spend from intra-regional travel; spend from intra-regional travel; • 1991: 20 m ; 2014: 100 m;

  13. Growth in Arrivals

  14. Visitor Arrivals (ASEAN statistics January 2014) • 2009: 65,680.3 • (I-A: 31,693.8; • E-A: 33,986.5) • 2012: 89,225.2 • (I-A: 39,845.5; • E-A: 49,379.8

  15. Visitor Arrivals (2009/2012) • Brunei Darussalam: 157.5 • (I-A: 77.7; E-A: 79.7); 209.1 (I-A: 115.9; E-A: 93.2); • Cambodia: 2,161.6 • (I-A: 692.8; E-A: 1,468.8); 3,584,3 (I-A: 1,514,3; E-A: 2,070); • Indonesia: 6,323.7 • (I-A: 2,101.8; E-A: 4,221.9); 8,044.5 (I-A: 2,607.7; E-A: 5,436.8); • Lao PDR: 2,008.4: (I-A: 1,611; E-A: 397.4); 3,330.1 (i-A: 2,712.5; E-A: 617.8)

  16. Visitor Arrivals (2009/2012) • Malaysia: 23,646.2 • (I-A: 18,386.4; E-A: 5,259.8); 25,032.7 (I-A: 18,809.7; E-A: 6,223); • Myanmar: 762.5 (I-A: 524; E-A: 238.5); 1,059 (I-A: 151.1; E-A: 907.9); • Philippines: 3,071 (I-A: 255.6; E-A: 2,761.5); 4,272.8 (I-A: 375.2; E-A: 3,897.8);

  17. Visitor Arrivals (2009/2012) • Singapore: 9.681.3 • (I-A: 3,650.9; E-A: 6,030.3); 14,497.2 (I-A: 5,732.7; E-A: 8,758.5); • Thailand: 14,149.8 (I-A: 4,074.7; E-A: 10, 075.2); • 22,353.9 (I-A: 6,482.6; E-A: 15,891.3); • Vietnam: 3,772.3 (I-A: 318.9; E-A: 3,453.3); 6,847.7 (I-A: 1,383.8; E-A: 5,483.9)

  18. Source countries/regions (2012) • ASEAN: 39,845.5 (44.7%) • China: 9,283.2 (10.4%) • EU: 8,079.1 (9.1%) • Japan: 4,275.3 (4.8%) • Australia: 4,059.6 (4.5%)

  19. Source countries/regions (2012) • Republic of Korea: 4,011.4 (4.5%) • USA: 2,984.2 (3.3%) • India: 2,839.6 (3.2%) • Taiwan: 1,846 ( 2.1%) • Russian Federation: 1,834.6 (2.1%) • The rest: 10,166.8 (11.4%)

  20. The future (Marketing Plan to 2015) • Shift to Asian rather than long-haul consumers; tourist hubs; • Russia; Middle East; • And shifting fashions within Asia; Japanese; • Promotion of experiential travel (local colour, cuisine, handicrafts, creative industries, adventure and the unusual, greening); • Flashpackers (ageing more wealthy backpackers); working holidays, study tourists, voluntourism;

  21. Southeast Asia: feel the warmth • Diversity; • Exotic; (but Singapore, Malaysia and Philippines?) • Gastronomy; • Colonial past; • Robust developing economies; • Indigenous cultures; dance and performance; • Handicrafts; • tropical rainforests; • beaches

  22. The buzzwords: safety, security, sanitation • Sustainability • Creative tourism (culture: museums, galleries, festivals, music, handicrafts, performing arts); • Health and spas; cuisine; community-based; urban; ecotourism; volunteer/working holidays/study tours/ gap years/adventure/; marine-based; • Long-stay, retirement;

  23. Tourism products • Cultural tourism and heritage; • Nature-based; ecotourism; • Community-based; • Cruise and river-based

  24. Problems • Problems of sanitation and security (crime); • Pollution and traffic congestion; over- and mega-development (Melaka, Bali, Angkor) • Sex tourism, red light districts, human trafficking; drugs; touts; begging; hawkers

  25. Historical overview • Tourism studies from the 1970s; in Southeast Asia overriding concerns with economic growth, regional development and a positive international image; • Sun, sea, sand, shopping and sex

  26. Historical Overview • Preoccupations with classification of tourism and tourist types; defining a field of studies and its rationale; • Preoccupation with international tourists, not domestic ones;

  27. Historical overview • McKean , Picard, Hanna, Noronha, Francillon, Sanger on Bali • Crystal , Adams, Volkman on Toraja; • Maurer on Indonesia; • Cohen on Thailand (interactions, intermediaries; cultural change; tourist arts); marginalisation both local and foreign; and James Elliott • Wood on Southeast Asia in general; Truong on sex tourism; • Richter on the Philippines; • Diamond on Singapore; • Kadir Din, Wong, Hofmann, Hong on Malaysia;

  28. Comparative studies • Very rare up to the 1990s; • Detailed studies, but patchy and isolated; • See Hitchcock, King and Parnwell, 1993; • Thailand, Indonesia, Malaysia; • A series of edited collections in 1990s and early 2000s

  29. Earlier Concepts • Hosts and guests; • Tourist gaze (seeing and being seen); • Staging and authenticity; • Invention of tradition; • Cultural involution and dualism; cultural change; • ‘touristification’ as against external impacts; • ‘imagined communities’; • Liminality and sacred journeys;

  30. Earlier Concepts • Dependency, imperialism; development; • Commodification • Dominance of anthropologists, sociologists; some geography; very little economics, political science, history;

  31. Continued: styles • Cohen and ‘tribal village tours’ • ‘a middle range of systematic comparative studies’ on differential impacts; • Different places, different preoccupations • Major sites set the tone (the showcases); minor sites are vital foci (the formative)

  32. Country themes • Indonesia (Bali, Toraja, Yogyakarta) (cultural tourism); • Thailand (the Cohen axis) • Malaysia (pluralism/ethnicity, heritage/culture/Islam and ecotourism) • Singapore (post-modern touristscapes); • Philippines (Richter and the politics of tourism)

  33. Complexities • Time and longitudinal studies; • Generalizations and case studies: location, ethnic group, social class, community, individuals; • Different kinds of tourism; • Scale of the activity; volume of arrivals, density, length of stay, kind of tourist, level of spend; • Origins and ethnic background of tourists; local perspectives on tourists; Asian, domestic, foreign;

  34. Complexities • Tourism as embedded in other processes of change; • Concepts of culture (not a homogeneous, bounded, self-reproducing, and tangible), but as sets of symbols, webs of significance and meaning; contingent, variable, relative, changing, processual); invention but also touristification and • authentication

  35. The research issues • ‘Inexorable links with culture’, the encounter with ‘otherness’, the production and transformation of ‘identities’ and cultural images • Insertion of culture into debates about modernisation, development, consumerism; • Culture and heritage

  36. Developing research: what to consider • culture and identity or ethnicity; what are local perceptions and interpretations? • imaging, symbolism and representation; • commercialisation of tourist assets, particularly culture and the incorporation of minority groups (in ethnic tourism) into the tourist industry’s agenda

  37. And more • Hitchcock, King and Parnwell, 2009, 2010; PloysriPorananond, 2014; King, 2015; • Domestic and intra-regional tourism • globalisation and cross-national flows ; • Ecotourism; national parks, natural landscapes, seascapes, trekking, diving and wildlife; conceptualisation of nature and the ways in which tourists engaged with it;

  38. And more Gender issues in tourism Natural and human disasters/crises Emerging tourisms (health/medical, study, volunteering, educational; business; long-stay, retirement, relocation; community-based; sports; adventure/danger; battle-field; pilgrimage, festivals; celebrity); heritage tourism, heritage; Sustainability;

  39. Conceptual development • Cohen and Cohen: mobilities, actor-network theory and performativity (behaviour and meaningful bodily movement, identity, symbolic and self-representation and -expression, impression management, staging, imaging, and simulation);

  40. Encounters • Overlap with performativity and actor network analysis; • Continued need to analyse encounters using a wider frame of reference: social, cultural, electronic media, internet; information in material form; material objects.

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