Model Development of Community Ecotourism Management in the Digital Era

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Ronnaphrom Chunngam
Supatta Pinthapataya
Teerawut Boonyasophon


This research article aimed to 1) study the elements of community ecotourism management in the digital era and 2) develop a model for community ecotourism management in the digital era. This study was a mixed method of qualitative and quantitative approaches. The qualitative research instruments were in-depth interviews and focused group interviews. The quantitative research instrument was a questionnaire. The 400 participants in this study were administrators who managed their spots of interest, community leaders, and officers from related governmental sectors. The statistical analysis was frequency, percentage, mean, and standard deviation (SD), and exploratory factor analysis (EFA). The findings showed that there are 7 major elements to developing a model for ecotourism management. Namely, public management, community participation, leadership for tourism, infrastructure for tourism, knowledge management involves natural resource conservation, and lastly, evaluation for sustainability respectively. The model for the development of community ecotourism management in the digital era was the SELF model, consisting of the identity of the community's tourism attractions (Signature), resource conservation (Environment), characteristics and behavior of the community (Lifestyle) and technological facilities in the community (Facility), which have been unanimously approved by experts.

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Chunngam, R., Pinthapataya, S., & Boonyasophon, T. (2022). Model Development of Community Ecotourism Management in the Digital Era. Journal of Arts Management, 6(2), 949–968. Retrieved from
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