Study on Cultural Identity and Tourism Transformation in Santichon Village

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.