ECOTOURISM AS SOFT POWER: THE ROLES OF CULTURE, ENVIRONMENT, AND LOCAL GOVERNANCE A CASE STUDY OF BANG KACHAO, PHRA PRADAENG DISTRICT, SAMUT PRAKAN PROVINCE

Abstract

This research aims to 1) Examine tourists’ perception levels of cultural and local identity factors, environmental and ecological factors, and local management factors in the Bang Kachao area, including tourists’ revisit intention and word-of-mouth tendency. 2) It also analyzes the relationships and influences of cultural and local identity factors, environmental 3) Ecological factors, and local management factors on the perception of soft power and 4) The overall image of the area, as well as their statistically significant effects on tourists’ revisit intention and word-of-mouth tendency. This study is quantitative research. Data were collected from 350 tourists using a five-point Likert scale questionnaire. The data were analyzed using descriptive statistics and inferential statistics, including t-test, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings reveal that tourists’ perceptions of cultural identity, environmental quality, and local governance were at a high level, and all three factors were positively associated with perceived soft power and overall destination image at a statistically significant level. Moreover, perceived soft power and destination image were positively related to revisit intention and word-of-mouth intention. The results indicate that ecotourism can function as an effective mechanism of spatial soft power when cultural capital, environmental quality, and participatory local governance are integrated. The findings provide empirical evidence to support local public policy development for sustainable ecotourism and long-term enhancement of local soft power.