Travelers’ experiences of authenticity in “hill tribe” tourism in Northern Thailand

Abstract

This study examines how tourists experience authenticity and the ethics of “hill tribe” trekking in northern Thailand, and what they learn as a result of their touristic encounters. A “netnography” methodology was used to analyze on-line data from travelers’ touristic encounters with highland people in two sites. The first was the on-line reviews, blogs, and videos of travelers’ experiences in Baan Tong Luang, a multi-ethnic “hill tribe village” tourist attraction outside of Chiang Mai. The second was the blog and video reviews of visitors to three exemplary “community-based tourism” highland village sites. Findings show a variety of complex understandings of authenticity, both “objective” and “constructivist.” For community-based tourism reviewers in particular, authenticity was understood as a hybrid, fluid concept which derived from meanings ascribed to objects, practices, and place; personal relationships with hosts; and opportunities for cultural learning afforded visitors.