authorities, the entrepreneurs in the area, and the locals in the area of tourism.
Participatory communication in a democratic fashion would work best.
As a short-term solution, handbooks of etiquette are being handed out to Chinese
tourists to understand the Thai culture. Qualified tourist guides should be able to
explain these. Chinese signs could help. Key informants state that if warning signs
do not work, the hosts must be able to advise or call the police to advise the tourists.
Chinese tourists respect the authority and warnings from people in authority better.
Chinese discussants state that the online social network users in China would like to
see Thai authorities to penalize Chinese tourists who behave illegally or inappro-
priately. By doing so, people will behave better next time.
For a long-term solution, both the Chinese authority as well the host country
Thailand need to reach a mutual cultural understanding. Both Thais and Chinese
need not to be judgmental. Illegal activities should be disciplinedfirmly and
consistently.
5.3 Conclusion..........................................
Ad hoc problem solving is not the way forward toward ecotourism. Thailand should
opt for ecotourism as to preserve and conserve the natural habitats for generations
to come. Education is the key to it. If the locals were educated to take pride in their
habitats, tourists would benefit and learn from the locals a great deal. Online
discussions on social networking sites are healthy. It is a way of participatory
democracy to learn and listen to opinions of the local as well as from Chinese
representatives. A lesson to learn for both Thais and Chinese: money can buy
comfort but it cannot buy“class.”Hence, a paradigm shift from Modernization to
multiplicity is needed.
With the advance of digital communication, clips and messages can be sent
instantly. The media users should stop and think whether they are manipulated by
hyperreality or not. Stop, listen, and think carefully while encountering any cultural
similarity or difference.. Respond in a considered and respectful manner, and do not
over-react. This will help strengthen Thai–Chinese relations.
References
Agyeman, J. (2013). Introducing just sustainabilities. Policy, planning, and practice.
London-New York: Zed Books.
Brown, A. (1995).Organisational culture. London: Pitman Publishing.
De Rivero, O. (2001).The myth of development. London and New York: Zed Books.
Elliot, A., & Lemert, C. (2006).The New Individualism: The Emotional Costs of Globalization.
London and New York: Routledge.
Ekachai, S. (2015, July 5).Democracy? Don’t hold you breath. Bangkok Post online newspaper.
http://www.bangkokpost.com/opinion/opinion/622868/. Accessed July 16, 2015.
5.2 Literature Review and Theoretical Perspectives 85