A DRIVING CONSERVATION TOURISM ACTIVITIES IN BAN KHLONG KHUT COMMUNITY, HAN PHO SUBDISTRICT, KHAO CHAISON DISTRICT, PHATTHALUNG PROVINCE

Abstract

This research article aims to: 1) study the driving forces behind ecotourism activities in Ban Khlong Khut Community, Han Pho Subdistrict, Khao Chaison District, Phatthalung Province, and 2) explore recommendations for advancing ecotourism activities in the same community. A mixed-methods research approach was employed. Quantitative data were collected through questionnaires from a sample group of 249 people. Qualitative data were gathered through interviews with 18 key informants. The research findings revealed that the overall level of driving ecotourism activities in Ban Khlong Khut Community was at a moderate level ( = 3.08). When considering each aspect in order from highest to lowest mean score, it was found that: 1) reducing the deterioration of tourist attractions ( = 3.82) had the highest average score; 2) promoting sustainable tourism ( = 3.56); 3) creating understanding of tourism activities (  = 3.50); 4) supporting the sustainable use of resources ( = 2.90); 5) reducing pollution emissions and managing the purity of natural resources ( = 2.89); 6) supporting the use of local resources ( = 2.51); and 7) encouraging environmentally friendly tourism behavior, which had the lowest mean score ( = 2.40). In terms of recommendations for advancing ecotourism activities in Ban Khlong Khut Community, Phatthalung Province, it was found that youth participation in conservation and the valuable use of local resources should be promoted. All stakeholders-tourists, entrepreneurs, and the local community-should act responsibly, fostering an environmentally friendly lifestyle. Sustainable tourism should be encouraged to promote the local economy, thereby establishing a foundation for sustainability and preserving a pure environment.