EFFECTIVENESS OF ECOTOURISM MANAGEMENT IN SAMUT SAKHON PROVINCE

Abstract

Objectives of this research article were: 1. To study the status of ecotourism management in Samut Sakhon Province; 2. To study factors affecting the effectiveness of ecotourism management of Samut Sakhon Province by integrating Buddhist principles in Samut Sakhon Province conducted by the mixed methods. The quantitative research, Data were collected by questionnaires from 470 samples sampling with parameter lines (47 x 10), Data analyzed with a social science statistical package. Qualitative research, data were collected from17 key informants with in-depth-interviewing and analyzed by content descriptive interpretation.     

The research findings were as follows: 1. The management of ecotourism according to the public opinion was at high level in all aspects; 2. Factors affecting the effectiveness of ecotourism management were the factors in the context of tourism management. They were Participation and Sapaya 7 that had direct influence Indirect influence and the total influence on the effectiveness of ecotourism management in Samut Sakhon Province 3. The model of ecotourism management effectiveness in 5 aspects 1) tourist attraction quality 2) infrastructure and facilities 3) tourism personnel 4) Creating a balance for tourism 5) Sappaya 7, these factors make ecotourism in Samut Sakhon Province more sustainable and balanced.