The New Nation - Internet Edition

Mohammad Shahidul Islam

Thailand is a country of picturesque diversity and primeval traditions, of relaxing temples and modern urban zeal. With and independent history going back more than seven centuries, it has managed to absorb a variety of cultural influences and blend them into something exclusively and hauntingly Thai. About this beautiful country there have been published many books round the world. Thailand Tourism (The Haworth Hospitality and Tourism Press) is a recent one by Arthur Asa Berger.

Frequently, amid the plethora of new tourism books, destination studies are making an appearance, and Thailand Tourism is to be hailed. Conversely, this fairly short book is a curious one, implying to address the needs of both students of tourism and potential visitors to Thailand.

In its endeavor to appeal to the distinct markets, Thailand Tourism tends to fall between two stools. Its appeal to the travelers rests on a number of suggestions for tourism itineraries, followed by handy tips on Thai gastronomy, natural and cultural attractions. Nevertheless, these references are intermingled with chapters dealing with violence and marriage in Thai society, Theravada Buddhist practice and the application of semiotics to tourism in Thailand, clearly aimed at the more scholarly reader.

Uncommonly for an academic writer, Mr. Berger, a former Professor of Broadcast and Electronic Communication Art, has empowered a refreshing minimalism of style, which many students at undergraduate level will welcome; but the author's effort to introduce his readers to the writings of sociologists who, inter alia ("among other things"), include Barthes, Baudrillard, Simmel and Lefebvre, with liberal quotations from these writers' books, is ambitious in such a brief work.

The book is definitely successful in highlighting highflying tourism of Thailand. But criticism may go only with the photographs which are not enough to lure five senses of the travelers. Anyway, Thailand Tourism is of course an important book for tourism bookshelf.