| Abstract: | This paper studies the empirical views and opinions of local residents towards the socio‐cultural effects of tourism and both queries and extends theory related to the demonstration effect and within that perceived change in values. The research is applied to Pattaya, Thailand, a destination that has been subject to foreign tourist contact over a 50‐year period. Changes are specifically related to ‘foreign’ tourists rather than domestic tourists. The tourism demonstration concept is made operational through qualitative in‐depth interviews with a spectrum of local residents. Contrary to previous assumptions, tourism demonstration is muted in its effect on value change. This has implications for management and destination development. Copyright © 2013 John Wiley & Sons, Ltd. |
