The socio-culture of the Phuthai is ethnically unique. The ethnic group takes up relatives according to the spirits they believe in and kinship relations are supportive. The group’s socio-cultural identity is reflected in its rituals. Tourism management in the community started in 1983 under the Khok Kong Waterfall Project. In 1998, the Provincial Tourism Committee selected Khok Kong Village as a cultural tourism community according to the state tourism promotion policy. Tourism was then more systematic with support from concerned state agencies. The villagers present their traditions and beliefs through cultural performances and through providing a homestay service. Positive impacts from tourism promotion are that the community is more aware of its ethnic socio-culture and more incomes are generated. Some negative impacts include social changes. Community relationships have changed from being altruistic to being driven by self-interest. Some regard that performing traditional rituals to groups of tourists has degraded them.