Performance evaluation of community-based ecotourism: a case study in Satun province, Thailand

Abstract

ABSTRACTThe objective of the study reported in this paper was to assess the performance of community-based ecotourism (CBET) management at tourist destinations in Thailand. The importance-performance analysis method was applied to evaluate tourists’ perceptions of the importance and performance of CBET management in Satun province. Analysis was based on data collected using a questionnaire administered to a sample of 530 visitors. Semi-structured and focus group interviews were also used to collect data from various key informants: executives of government agencies, local administrators, leaders of networks of community-based tourism, experts in tourism management, and local residents regarding four dimensions of ecotourism management: environmental area, management, activities and learning processes, and stakeholder participation. The findings indicate that the tourist destinations in the areas have an abundance of natural attractions and cultural traditions relating to the local Muslim lifestyle which have the potential to be exploited under CBET. However, a number of important aspects needed to be improved including management and participation. Additionally, it is necessary to enhance the economic benefits of local stakeholders which would encourage natural conservation and the participation of local communities in CBET management.