Effect of Product Development and Standard Product to Performance of Ecotourism: Case of Ranong Province, Thailand

Abstract

This world is marvelous place full of mystifying places and spectacular experiences only waiting for travel around and exploration. Ecotourism builds cultural and environmental awareness and recognition of such places. Therefore, the current research has investigated the relationship between historical places, natural environment, cultural values, ecotourists satisfaction, and ecotourism performance. Ecotourists satisfaction has direct impact on ecotourism performance. According to the current research, historical places, natural environment, and cultural values particularly in Ranong, a province of Thailand, play significant role for the ecotourist satisfaction and attraction. Hence a survey was conducted to obtain primary data to know ecotourists’ satisfaction level and how it impacts on ecotourism performance. In the survey 850 ecotourists were considered as the respondents of the current research. Hence, after collection of primary data from the respondents, a statistical software name Partial Least Square (PLS) was used to analyze the data for the achievement of end results of the current research. Moreover, the current research helps concerned authorities of Ranong that how they can utilize and earn more profit from ecotourism and make their natural areas recipient of well-being of their people.