The Construction of Semiotics in Cultural for Tourism Promotion in Pai District, Mae Hong Son

Abstract

This article “The construction of semiotics in cultural for tourism promotion in Pai District, Mae Hong Son” is part of dissertation “Pai : the process of identity development and cultural construction of meaning for the tourism industry” (2012) that granted from National Research Council of Thailand (NRCT) the objectives of the article is to propose the development of tourism in Pai, Mae Hong Son Province, and the construction of semiotics in cultural for tourism promotion in Pai District. Pai is the small district that had a high tourism. It is the tourist attractions of the Thai and foreigner tourists. The cultural meaning as the strategies to promote tourism development in the tourism destination especially for community based tourism through the historical tales, cultural, lifestyle, belief, costume, food, architecture to set up a new social construction of reality from the insider (the Pai’s community, the entrepreneur that related with tourism) and outsider (the tourists, the ventures) the increase in the value of tourism as well. A cultural sense as a strategy to promote tourism development
in the creation of an attractive community to set up a new social construction of reality through the architecture, dressing, cuisine, religion, legend and stories, traditions and tourism product. The new meaning the constructed well known in a small niche market and it became famous for Thai and foreigner tourists. If, however, the definition is not applied properly, tourism along the learning happens. It will be put to use and understand incorrectly. This may cause distortion of history. It may lack the charm and attraction that affect tourism in the negative.