Study on Cultural Identity and Tourism Transformation in Santichon Village

Dueanphen Ariyasapwatthana

doi:doi:10.11648/j.ijecs.20251002.15

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Study on Cultural Identity and Tourism Transformation in Santichon Village

Dueanphen Ariyasapwatthana^*

Published in International Journal of Education, Culture and Society (Volume 10, Issue 2)

Received: 30 March 2025 Accepted: 8 April 2025 Published: 29 April 2025

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Abstract

This article examines the transformation of Santichon Village, a Yunnanese Chinese community in northern Thailand, from a socio-cultural and economic perspective. Originally established by migrants fleeing political unrest in China via Myanmar or Laos, Santichon was historically marginalized due to its association with statelessness and illicit economies, particularly opium cultivation. In recent decades, however, the village has transitioned into a prominent ethnic tourism destination. Against the backdrop of regional development initiatives and shifting tourism policies in northern Thailand, this study investigates how tourism serves as both a catalyst for economic restructuring and a force of cultural change. Drawing on ethnographic fieldwork and theories from anthropology and cultural studies, the article analyzes how residents engage in strategic cultural reconstruction to attract tourists while simultaneously reasserting ethnic identity. The research highlights the multifaceted role of tourism in transforming livelihoods, reconfiguring built environments, and reshaping symbolic practices such as language, ritual, and heritage. Santichon's tourism model—developed through cooperation among state agencies, local leaders, and external funders—demonstrates how minority communities negotiate between cultural preservation and market adaptation. While tourism has brought increased visibility, income, and infrastructural improvements, it has also introduced challenges related to cultural commodification and identity performance. This case contributes to broader debates on tourism and cultural change in Southeast Asia by showing how marginalized communities can actively reposition themselves within national and global frameworks. Ultimately, Santichon illustrates the dynamic and contested processes through which cultural heritage is not only preserved but also remade under the pressures of globalization.

Published in	International Journal of Education, Culture and Society (Volume 10, Issue 2)
DOI	10.11648/j.ijecs.20251002.15
Page(s)	101-111
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2025. Published by Science Publishing Group

Keywords

Santichon Village, Yunnanese Chinese, Cultural Identity, Northern Thailand, Tourism

References

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APA Style

Ariyasapwatthana, D. (2025). Study on Cultural Identity and Tourism Transformation in Santichon Village. International Journal of Education, Culture and Society, 10(2), 101-111. https://doi.org/10.11648/j.ijecs.20251002.15

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Ariyasapwatthana, D. Study on Cultural Identity and Tourism Transformation in Santichon Village. Int. J. Educ. Cult. Soc. 2025, 10(2), 101-111. doi: 10.11648/j.ijecs.20251002.15

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AMA Style

Ariyasapwatthana D. Study on Cultural Identity and Tourism Transformation in Santichon Village. Int J Educ Cult Soc. 2025;10(2):101-111. doi: 10.11648/j.ijecs.20251002.15

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@article{10.11648/j.ijecs.20251002.15,
  author = {Dueanphen Ariyasapwatthana},
  title = {Study on Cultural Identity and Tourism Transformation in Santichon Village
},
  journal = {International Journal of Education, Culture and Society},
  volume = {10},
  number = {2},
  pages = {101-111},
  doi = {10.11648/j.ijecs.20251002.15},
  url = {https://doi.org/10.11648/j.ijecs.20251002.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijecs.20251002.15},
  abstract = {This article examines the transformation of Santichon Village, a Yunnanese Chinese community in northern Thailand, from a socio-cultural and economic perspective. Originally established by migrants fleeing political unrest in China via Myanmar or Laos, Santichon was historically marginalized due to its association with statelessness and illicit economies, particularly opium cultivation. In recent decades, however, the village has transitioned into a prominent ethnic tourism destination. Against the backdrop of regional development initiatives and shifting tourism policies in northern Thailand, this study investigates how tourism serves as both a catalyst for economic restructuring and a force of cultural change. Drawing on ethnographic fieldwork and theories from anthropology and cultural studies, the article analyzes how residents engage in strategic cultural reconstruction to attract tourists while simultaneously reasserting ethnic identity. The research highlights the multifaceted role of tourism in transforming livelihoods, reconfiguring built environments, and reshaping symbolic practices such as language, ritual, and heritage. Santichon's tourism model—developed through cooperation among state agencies, local leaders, and external funders—demonstrates how minority communities negotiate between cultural preservation and market adaptation. While tourism has brought increased visibility, income, and infrastructural improvements, it has also introduced challenges related to cultural commodification and identity performance. This case contributes to broader debates on tourism and cultural change in Southeast Asia by showing how marginalized communities can actively reposition themselves within national and global frameworks. Ultimately, Santichon illustrates the dynamic and contested processes through which cultural heritage is not only preserved but also remade under the pressures of globalization.
},
 year = {2025}
}

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TY  - JOUR
T1  - Study on Cultural Identity and Tourism Transformation in Santichon Village

AU  - Dueanphen Ariyasapwatthana
Y1  - 2025/04/29
PY  - 2025
N1  - https://doi.org/10.11648/j.ijecs.20251002.15
DO  - 10.11648/j.ijecs.20251002.15
T2  - International Journal of Education, Culture and Society
JF  - International Journal of Education, Culture and Society
JO  - International Journal of Education, Culture and Society
SP  - 101
EP  - 111
PB  - Science Publishing Group
SN  - 2575-3363
UR  - https://doi.org/10.11648/j.ijecs.20251002.15
AB  - This article examines the transformation of Santichon Village, a Yunnanese Chinese community in northern Thailand, from a socio-cultural and economic perspective. Originally established by migrants fleeing political unrest in China via Myanmar or Laos, Santichon was historically marginalized due to its association with statelessness and illicit economies, particularly opium cultivation. In recent decades, however, the village has transitioned into a prominent ethnic tourism destination. Against the backdrop of regional development initiatives and shifting tourism policies in northern Thailand, this study investigates how tourism serves as both a catalyst for economic restructuring and a force of cultural change. Drawing on ethnographic fieldwork and theories from anthropology and cultural studies, the article analyzes how residents engage in strategic cultural reconstruction to attract tourists while simultaneously reasserting ethnic identity. The research highlights the multifaceted role of tourism in transforming livelihoods, reconfiguring built environments, and reshaping symbolic practices such as language, ritual, and heritage. Santichon's tourism model—developed through cooperation among state agencies, local leaders, and external funders—demonstrates how minority communities negotiate between cultural preservation and market adaptation. While tourism has brought increased visibility, income, and infrastructural improvements, it has also introduced challenges related to cultural commodification and identity performance. This case contributes to broader debates on tourism and cultural change in Southeast Asia by showing how marginalized communities can actively reposition themselves within national and global frameworks. Ultimately, Santichon illustrates the dynamic and contested processes through which cultural heritage is not only preserved but also remade under the pressures of globalization.

VL  - 10
IS  - 2
ER  -

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Author Information

Dueanphen Ariyasapwatthana

School of Sociology and Anthropology, Xiamen University, Xiamen, China

Contact Email

http://orcid.org/0009-0005-2969-1540

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APA Style

Ariyasapwatthana, D. (2025). Study on Cultural Identity and Tourism Transformation in Santichon Village. International Journal of Education, Culture and Society, 10(2), 101-111. https://doi.org/10.11648/j.ijecs.20251002.15

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ACS Style

Ariyasapwatthana, D. Study on Cultural Identity and Tourism Transformation in Santichon Village. Int. J. Educ. Cult. Soc. 2025, 10(2), 101-111. doi: 10.11648/j.ijecs.20251002.15

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AMA Style

Ariyasapwatthana D. Study on Cultural Identity and Tourism Transformation in Santichon Village. Int J Educ Cult Soc. 2025;10(2):101-111. doi: 10.11648/j.ijecs.20251002.15

Copy | Download

@article{10.11648/j.ijecs.20251002.15,
  author = {Dueanphen Ariyasapwatthana},
  title = {Study on Cultural Identity and Tourism Transformation in Santichon Village
},
  journal = {International Journal of Education, Culture and Society},
  volume = {10},
  number = {2},
  pages = {101-111},
  doi = {10.11648/j.ijecs.20251002.15},
  url = {https://doi.org/10.11648/j.ijecs.20251002.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijecs.20251002.15},
  abstract = {This article examines the transformation of Santichon Village, a Yunnanese Chinese community in northern Thailand, from a socio-cultural and economic perspective. Originally established by migrants fleeing political unrest in China via Myanmar or Laos, Santichon was historically marginalized due to its association with statelessness and illicit economies, particularly opium cultivation. In recent decades, however, the village has transitioned into a prominent ethnic tourism destination. Against the backdrop of regional development initiatives and shifting tourism policies in northern Thailand, this study investigates how tourism serves as both a catalyst for economic restructuring and a force of cultural change. Drawing on ethnographic fieldwork and theories from anthropology and cultural studies, the article analyzes how residents engage in strategic cultural reconstruction to attract tourists while simultaneously reasserting ethnic identity. The research highlights the multifaceted role of tourism in transforming livelihoods, reconfiguring built environments, and reshaping symbolic practices such as language, ritual, and heritage. Santichon's tourism model—developed through cooperation among state agencies, local leaders, and external funders—demonstrates how minority communities negotiate between cultural preservation and market adaptation. While tourism has brought increased visibility, income, and infrastructural improvements, it has also introduced challenges related to cultural commodification and identity performance. This case contributes to broader debates on tourism and cultural change in Southeast Asia by showing how marginalized communities can actively reposition themselves within national and global frameworks. Ultimately, Santichon illustrates the dynamic and contested processes through which cultural heritage is not only preserved but also remade under the pressures of globalization.
},
 year = {2025}
}

Copy | Download

TY  - JOUR
T1  - Study on Cultural Identity and Tourism Transformation in Santichon Village

AU  - Dueanphen Ariyasapwatthana
Y1  - 2025/04/29
PY  - 2025
N1  - https://doi.org/10.11648/j.ijecs.20251002.15
DO  - 10.11648/j.ijecs.20251002.15
T2  - International Journal of Education, Culture and Society
JF  - International Journal of Education, Culture and Society
JO  - International Journal of Education, Culture and Society
SP  - 101
EP  - 111
PB  - Science Publishing Group
SN  - 2575-3363
UR  - https://doi.org/10.11648/j.ijecs.20251002.15
AB  - This article examines the transformation of Santichon Village, a Yunnanese Chinese community in northern Thailand, from a socio-cultural and economic perspective. Originally established by migrants fleeing political unrest in China via Myanmar or Laos, Santichon was historically marginalized due to its association with statelessness and illicit economies, particularly opium cultivation. In recent decades, however, the village has transitioned into a prominent ethnic tourism destination. Against the backdrop of regional development initiatives and shifting tourism policies in northern Thailand, this study investigates how tourism serves as both a catalyst for economic restructuring and a force of cultural change. Drawing on ethnographic fieldwork and theories from anthropology and cultural studies, the article analyzes how residents engage in strategic cultural reconstruction to attract tourists while simultaneously reasserting ethnic identity. The research highlights the multifaceted role of tourism in transforming livelihoods, reconfiguring built environments, and reshaping symbolic practices such as language, ritual, and heritage. Santichon's tourism model—developed through cooperation among state agencies, local leaders, and external funders—demonstrates how minority communities negotiate between cultural preservation and market adaptation. While tourism has brought increased visibility, income, and infrastructural improvements, it has also introduced challenges related to cultural commodification and identity performance. This case contributes to broader debates on tourism and cultural change in Southeast Asia by showing how marginalized communities can actively reposition themselves within national and global frameworks. Ultimately, Santichon illustrates the dynamic and contested processes through which cultural heritage is not only preserved but also remade under the pressures of globalization.

VL  - 10
IS  - 2
ER  -

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