Ethnic Tourism Activity Uniqueness Development: Karen Community, a Western Thailand Case Study

Abstract

The aim of this paper is to explore the potential for developing the uniqueness of ethnic tourism activities, using the Karen ethnic community in Western Thailand as a case study. A qualitative research approach was employed, utilizing in-depth interviews and a focus group for data collection. The data were analyzed using content analysis. A total of 20 participants were interviewed, and 10 participants took part in the focus group discussion. The findings highlight how the uniqueness of ethnic tourism activities can be developed, proposing six key components in activity experience design: authenticity, cultural landscape, sensory experience, knowledge acquisition, social interaction, and spiritual retreat.