441. The ethics platform in tourism research: A Western Australian perspective of Bhutan’s GNH Tourism Model
- Author:
- Simon Teoh
- Publication Date:
- 10-2012
- Content Type:
- Working Paper
- Institution:
- Centre for Bhutan & GNH Studies (CBS)
- Abstract:
- This paper examines Bhutan’s unique development model based on a philosophy called Gross National Happiness (GNH) through tourism. The discussion is framed by Macbeth’s (2005) ethics platform in tourism research. The purpose of the paper is to investigate and understand a group of Western Australians’ perspective of Bhutan as a valued tourist destination and the likelihood of participants visiting Bhutan after understanding the GNH tourism model at a live display of Bhutanese culture. The aim is to report on three major findings of the case study (N=64) where: (i) 64% of respondents agreed that GNH is the best measure of a nation’s development; (ii) 98% of respondents agreed that happiness is important for the ‘well-being’ of a nation, and (iii) 89% of respondents indicated that they were more likely to visit Bhutan after attending the event. The implication of the study is to emphasize ethical positions that are useful as unique selling points for a tourism destination. The study on the GNH discourse contributes knowledge to tourism authorities and researchers by acknowledging that when Bhutan’s GNH model is in congruence with tourists’ personal values, it can lead to the likelihood of an increase in tourist visitation to Bhutan. A limitation of this study is the relatively small sample size and gender imbalance. Further research on other factors that might influence decisionmaking to visit Bhutan is proposed.
- Topic:
- Development, Tourism, Ethics, and Gross National Happiness (GNH)
- Political Geography:
- South Asia, Australia, and Bhutan