This paper discusses one example of alternative tourism, trekking in N
orthern Thailand, to assess the nature of the interaction between the
changes in the attraction and the motivations of the client group. Vis
itation does reduce the authenticity of the villagers, yet several ada
ptive strategies are successfully employed by the companies to counter
act this. A survey of trekkers revealed high satisfactions, yet motiva
tions are changing to emphasize the authenticity of the entire experie
nce rather than the ethnic authenticity of the hilltribes. A transform
ation is taking place from primary ethnic tourism to cultural tourism
with a strong recreational emphasis. While this bodes well for future
sustainability, hilltribe response and involvement remain minimal.