Ecotourism Management Towards Sustainable Development of Chiang Rai Province

Abstract

This study aimed to: (1) analyze the readiness of ecotourism in Chiang Rai Province, and (2) examine ecotourism management factors influencing sustainable development in the province. A mixed-methods research design was employed. For the quantitative component, data were collected from 385 tourists visiting five major ecotourism destinations using accidental sampling. The data were analyzed using descriptive statistics and multiple regression analysis. For the qualitative component, data were obtained through in-depth interviews with five key informants and focus group discussions with 30 stakeholders. Qualitative data were analyzed using content analysis and analytic induction.

The findings revealed that: (1) Chiang Rai Province demonstrated a high level of ecotourism readiness, with notable strengths in natural resources, biodiversity, and cultural identity. Its management systems, infrastructure, and community participation also contributed to a balanced approach to resource conservation and utilization. However, challenges remained in disseminating knowledge to remote communities and developing a tourist information database to support effective resource management. (2) The potential of tourist attractions, tourist behavior, management, and participation significantly influenced sustainable ecotourism development. Collectively, these factors explained 47.4% of the variance in sustainable ecotourism development (R²= .474). Participation exerted the strongest influence, followed by management, tourist behavior, and the potential of tourist attractions, respectively. The findings indicate that sustainable ecotourism management in Chiang Rai Province should emphasize integrated collaboration among government agencies, the private sector, local communities, and tourists, together with resource conservation, destination capacity development, and systematic management that is responsive to the local context