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FILE TRIP AT SUB-DISTRICT ADMINISTRATION ORGANIZATION OF DOI HANG

1 ECOTOURISM




2 ECOTOURISM

Chapter 1: Introduction to ecotourism

The Emergence of Ecotourism

In the last decade, ecotourism has emerged as one of the most important sectors in tourism.

During 1998, the Government of India prepared policy document on ecotourism. This identifies the

ecotourism resources of the country and lays down the need for a specialized, participatory, policy

planning approach for the development of the ecotourism destinations. It also stipulates the roles to

be played by the stakeholders such as the government, the tour operators, the destination managers,

the tourists, the host community and the voluntary organizations. The State of Kerala (―gods own

country‖) has taken a pioneering step in this regard by creating a separate directorate for ecotourism.

Some other states have public sector corporations to promote ecotourism, for example, JungleLodges and Resorts Limited of Karnataka State.

The Wildlife Institute of India, which is a national

institute, has got a separate wing to consider

various issues related to ecotourism. This institute

and others like the Kerala

Forest Research Institute, and the Indian

Institute of Forest Management, provides technical support by way of consultancies in preparing

environmental\impact assessments for ecotourism projects. Recently the national government has

taken over eight sanctuaries for eco-development projects, with the support of the United Nations

Global Environment Facility. In all, these eight ―project tiger reserves‖, ecotourism has been

visualized as an important component to provide employment opportunities for the local people,

without having adverse impacts on the delicate ecosystems. The tourism destinations of India

present a wide range of natural and cultural products. These include beaches, hill stations, wildlife

sanctuaries, mountain regions, archaeological monuments, religious monuments, fairs and festivals,

amusement parks etc. The government has taken several policy initiatives including providing

incentives for promoting tourism in these areas, and also for developing new destinations and

products. The incentives are given by way of interest subsidies, allocation of funds to state

governments for unique schemes, classification of hotels, and awards for the best hotels, tour

companies, destination managers etc.




3 ECOTOURISM

In the ecotourism program, the Government of India supports state governments in the

purchase of trekking and camping equipment, and also helps projects which use renewable energy

resources. Non-governmental Organizations (NGOs) work as watchdogs to see that the tourism

activities are managed on sustainable principles. NGOs also help the government and private sector

in feasibility studies, development of strategies etc. Ecotourism lies mostly in the public sector and

projects are being developed by government, but private sector support is expected by way of

provision of accommodation, conduct of tours etc. There are not many ecotourism projects financed

by international funding agencies.

http://www.fao.org/docrep/w7714e/w7714e06.htm

http://www.dailygalaxy.com/my_weblog/2011/07/-ecoalert-worlds-newest-nation-to-emerge-as-

wildlife-ecotourism-hotspot.html

Ecotourism definitions and its implications

Definition of Ecotourism

Defining "Ecotourism" has proven to be a difficult task

given all the different players attempting to define it. People tend to

define things in terms that are beneficial to themselves, hence the

variety of definitions. There are however several workable

definitions currently in wide use.

The International Ecotourism Society defines Ecotourism as: "responsible travel to natural

areas that conserves the environment and improves the welfare of local people".

The Australian Commission on National Ecotourism Strategy calls it: "nature-based tourism

that involves education and interpretation of the natural environment and is managed to be

ecologically sustainable‖.



http://www.dailygalaxy.com/my_weblog/2011/07/-ecoalert-worlds-newest-nation-to-emerge-as-wildlife-ecotourism-hotspot.html









4 ECOTOURISM

Since the publication of her excellent book "Ecotourism and Sustainable Development"

Martha Honey's definition is quickly becoming the standard. Most serious studies of ecotourism

including several University programs now use this as the working definition. 7 defining points:

1) Involves travel to natural destinations. These destinations are often remote areas,

whether inhabited or uninhabited, and are usually under some kind of environmental protection at

the national, international, communal or private level.

2) Minimizes Impact. Tourism causes damage. Ecotourism strives to minimize the

adverse effects of hotels, trails, and other infrastructure by using either recycled materials or plenty

fully available local building materials, renewable sources of energy, recycling and safe disposal of

waste and garbage, and environmentally and culturally sensitive architectural design. Minimization

of impact also requires that the numbers and mode of behavior of tourists be regulated to ensure

limited damage to the ecosystem.

3) Builds environmental awareness. Ecotourism means education, for both tourists and

residents of nearby communities. Well before departure tour operators should supply travelers with

reading material about the country, environment and local people, as well as a code of conduct for

both the traveler and the industry itself. This information helps prepare the tourist as The

Ecotourism Societies guidelines state ―to learn about the places and peoples visited" and "to

minimize their negative impacts while visiting sensitive environments and cultures". Essential to

good ecotourism are well-trained, multilingual naturalist guides with skills in natural and cultural

history, environmental interpretation, ethical principles and effective communication. Ecotourism

projects should also help educate members of the surrounding community, schoolchildren and the

broader public in the host country. To do so they must offer greatly reduced entrance and lodge fees

for nationals and free educational trips for local students and those living near the tourist attraction.

4) Provides direct financial benefits for conservation: Ecotourism helps raise funds for

environmental protection, research and education through a variety of mechanisms, including park

entrance fees, Tour Company, hotel, airline and airport taxes and voluntary contributions.




5 ECOTOURISM

5) Provides financial benefits and empowerment for local people: National Parks and

other conservation areas will only survive if there are "happy people" around their perimeters. The

local community must be involved with and receive income and other tangible benefits (potable

water, roads, health clinics, etc.) from the conservation area and its tourist facilities. Campsites,

lodges, guide services, restaurants and other concessions should be run by or in partnership with

communities surrounding a park or other tourist destination. More importantly, if Ecotourism is to

be viewed as a tool for rural development, it must also help shift economic and political control to

the local community, village, cooperative, or entrepreneur. This is the most difficult and time-

consuming principle in the economic equation and the one that foreign operators and "partners"

most often let fall through the cracks or that they follow only partially or formally.

6) Respects local culture: Ecotourism is not only "greener" but also less culturally intrusive

and exploitative than conventional tourism. Whereas prostitution, black markets and drugs often are

by-products of mass tourism, ecotourism strives to be culturally respectful and have a minimal effect

on both the natural environment and the human population of a host country. This is not easy,

especially since ecotourism often involves travel to remote areas where small and isolate

communities have had little experience interacting with foreigners. And like conventional tourism,

ecotourism involves an unequal relationship of power between the visitor and the host and a

commoditization of the relationship through exchange of money. Part of being a responsible

ecotourist is learning beforehand about the local customs, respecting dress codes and other social

norms and not intruding on the community unless either invited or as part of a well-organized tour.

7) Supports human rights and democratic movements: Although tourism often is glibly

hailed as a tool for building international understanding and world peace, this does not happen

automatically; frequently in fact tourism bolsters the economies of repressive and undemocratic

states. Mass tourism pays scant attention to the political system of the host country or struggles

within it, unless civil unrest spills over into attacks on tourists. Ecotourism demands a more holistic

approach to travel, one in which participants strive to respect, learn about and benefit both the local

environment and local communities.

Although not part of The Ecotourism Societies definition, giving economic benefits and

showing cultural sensitivities to local communities cannot be separated from understanding their

political circumstances. In many developing countries, rural populations living around national




6 ECOTOURISM

parks and other ecotourism attractions are locked in contests with the national government and

multinational corporations for control of the assets and their benefits.

Ecotourist therefore need to be sensitive to the host country's political environment and

social climate and need to consider the merits of international boycotts called for by those

supporting democratic reforms, majority rule, and human rights.

http://www.untamedpath.com/Ecotourism/what_is_ecotourism.html

http://www.bonjourquebec.com/qc-en/basstlaurent0.html

Opportunities and constraints of ecotourism

According to Promchanya&Caccomo (2011) ―Tourism can bring both benefits and problems

to an area. If well planned, developed and managed.

Tourism generates local jobs and income and provides opportunities for local community.

“ If not well planned, developed and managed”.

The opportunities for ecotourism development are: high opportunity for NGO, donors, and

international organization for support; higher availability of information for local tourism

entrepreneurs; more benefits to the hosting communities; and long term benefits.

The constrain to it are: hosting communities may prioritize their welfare like hunger and

health, which often in short term, and overlook eco-development; fast cash in other economic

activities like logging may drive away eco decision; mass tourism; popularity of the destination;

lack knowledge on ecotourism; and government and tour operators influences.

http://ivythesis.typepad.com/term_paper_topics/2009/02/ecotourism-benefits-the-environment-

through-the-maintenance-of-biological-diversity-and-cultural-div.html#ixzz1g8InEwpI





http://ivythesis.typepad.com/term_paper_topics/2009/02/ecotourism-benefits-the-environment-through-the-maintenance-of-biological-diversity-and-cultural-div.html#ixzz1g8InEwpI









7 ECOTOURISM

Chapter 2: Tourism impact

Economic impacts of tourism

BENEFICIAL ECONOMIC IMPACTS

The generation of foreign exchange,

The creation of new job and employment opportunities,

The stimulation of trade, income and entrepreneurship - especially in the service and small

business sectors,

The provision of new infrastructure which is available for non-tourism uses,

Increased regional development - particularly in isolated areas,

Greater tax revenues permitting greater government spending - or reduced taxes on other

activities, and

The operation of what is called the multiplier effect.

Price and Income Elasticity

Leisure tourism is considered to be price and income elastic (Cooper et al, 1993), and therefore

very responsive to economic conditions in both host and traveler-generating countries (e.g. USA &

Japan). Price decreases and increases in destination countries (e.g. Thailand & Malaysia) are likely

to, respectively, encourage or discourage some tourists from the traveler-generating countries (who

would otherwise have visited) from coming. Similarly, income rises and income falls will have a

parallel effect, respectively encouraging or discouraging overseas visiting by citizens of the traveler-

generating nations.

The Economic Impacts of Tourists Spending

The economic effects of visitor‘s presence at destinations arise from the fact that travelers

and tourists spend their money on a wide variety of goods and services. This expenditure can be

seen as an injection of financial resources into the host economy, thereby creating new levels of

consumer demand.




8 ECOTOURISM

Foreign Exchange

Foreign tourists change their foreign currency (usually a 'hard' or fully convertible one) into

the local currency to pay for their tourism experience. As a result, the host country now has more

foreign currency to spend on its own needs, such as providing better medical and educational

facilities, and/or stimulating general economic development etc.

At the same time, in balance of payments terms, tourism expenditure is viewed as being

equivalent to export income for traveler-receiving countries, e.g. Thailand and Indonesia.

Conversely, tourism expenditure amounts to an import cost for visitor-generating countries.

Measuring Economic Impacts

However, the measurement of the economic impacts of tourism is far more complicated than

simply calculating the total amount of all such tourists‘ expenditure, or their related receipts. Such

calculations take no account of how much tourist expenditure leaks out of the economy either in

payment for imported goods and services to satisfy tourist‘s needs, or as taxes and savings. Nor does

it account for how much additional expenditure is created through the cascading effect of money

being re-spent again and again by different people and businesses throughout a particular economy

(Cooper et al, 1993).

Direct, Indirect and Induced Multiplier Effects

The cascading effect of tourist‘s money being spent throughout the host economy begins at

front-line tourist establishments, e.g. hotels, restaurants and taxis. The effect of this spending then

permeates throughout the economy (Mathieson & Wall, 1982), creating impacts at three different

levels: i.e. at the direct, indirect, and induced levels. This is the multiplier effect .

The direct level of impact (also called the direct multiplier) is the value of tourist spending

less the value of imports necessary to supply the front-line service-providers, such as hotels, etc. The

direct impact - and the size of this multiplier - is likely to be less than an individual tourist‘s actual




9 ECOTOURISM

expenditure because of leakage, except in the rare cases where the local economy can supply all that

particular tourists needs (Cooper et al, 1993).

Those travel industry businesses which directly receive the tourist‘s money also need to

purchase goods and services from other organizations within the local economy. The economic

activity generated by these subsequent rounds of expenditure is called the indirect multiplier effect.

The indirect effect will not involve all that money which was originally spent by tourists, as some of

this money is also likely to leak out of circulation through imports, savings, and taxes.

Finally, during the direct and indirect rounds of expenditure, money will be paid to local

residents in the form of wages, salaries, rent, interest, and dividends; and also to local businesses for

routine services. Some of this expenditure (called the induced multiplier) generates yet more rounds

of economic activity - by being spent on local goods and services. It is only when all three levels of

impact (i.e. direct + indirect + induced) are assessed that the full nature of this particular effect of

tourism can be identified.

In the multiplier process, direct multipliers flow from what visitors actually spend, while

indirect multipliers are created by tourist industry expenditure. Induced multipliers come from the

routine spending, by their non-tourism industry suppliers, of both their direct tourist and indirect

tourist industry receipts.

The Multiplier Effect in Action

In Fig 1, a tourist‘s $100 expenditure creates at least another $160 worth of transactions,

though $40 is lost as leakage ($20 to imports, $20 to savings).

The left-hand column of Fig 2 shows the kinds of activities which tourists pay for, creating

direct multiplier effects, while the right-hand column identifies those businesses from which travelcompanies make purchases, using tourist-generated money, and so creating indirect multipliers. Fig

3 below shows those non-travel industry businesses, who may receive tourist-generated money, and

who then create induced multipliers by spending this revenue.




10 ECOTOURISM

Different Types of Multiplier

There are five types of multiplier. Firstly, the income multiplier is the number of times

which an individual amount of tourist expenditure should be multiplied to identify the total effect on

the visited places economy.

The second and third types are the

Fig 1: The Multiplier Effect

No Expenditure Costs Total

1 a tourist spends $100 at a hotel $100

2 the hotel spends this $100 on:

an employee‘s daily wages

electricity bills

building repairs

imported drinks for guests

$40

$20

$20

$20

$100

3 the employee spends his $40 on:

a meal

part of his rent

a taxi fare

$10

$20

$10

$40

4 the café which was paid the $10 by the employee buys

fresh vegetables

$10 $10

5 the landlord who received the $20 towards the employees rent saves it to

pay for a future building extension (i.e. creates a leakage)

$0 $0

6 The taxi driver, who received the $10 taxi fare, spends it $10 $10




11 ECOTOURISM

Fig 2: How Tourism Spending Flows into the Economy

Tourists pay for: Travel companies pay for:

lodging wages, salaries, tips & gratuities

food commissions & payroll taxes

beverages food & beverage stocks

entertainment music & entertainment

clothing administrative expenses

gifts & souvenirs professional services & insurance premiums

photography advertising & publicity

medicines & medical attention utilities: gas, water, electricity, sewerage, rubbish removal etc.

ewelry purchases of goods sold

tobacco materials & supplies

hairdressing repairs & maintenance

cosmetics transportation, licenses & taxes

internal transport rentals of premises & equipment

tours & sightseeing interest charges & loan repayments

miscellaneous capital asset replacements

[Source: WTO (i.e. the World Tourism Organization)]




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Fig 3: Ultimate Beneficiaries of Travel Industry Spending

accountants, advertising agencies, appliance stores, architects, arts & crafts

producers, bakers, banks, butchers, carpenters, charities, chemists, clothing suppliers,

confectioners, cultural organizations, dairies, dentists, department stores, doctors,

electricians, engineering companies, farmers, fishermen, freight forwarders, garages,

gardeners, giftware producers, government: education - health - utilities etc., grocers,

furniture & office equipment suppliers, insurance agents, laundries, lawyers,

newsagents, painters, plumbers, printers, publishers, sporting venues, supermarkets,

vehicle manufacturers & repairers, wholesalers, etc.

[Source: WTO]

Sales or transaction multiplier which measures changes in business turnover created by

tourism expenditures; and the output multiplier. The latter is similar to the sales multiplier but

includes changes in inventory or stock levels in addition to sales.

The final two types are the employment multiplier which measures changes in economicactivity caused by increases or decreases in tourism employment, and the government revenue

multiplier. The latter measures the effect on government revenue of changes in tourism expenditure.

NEGATIVE ECONOMIC IMPACTS

Although travel and tourism studies tend mainly to emphasize the beneficial features of

tourisms economic impacts, there are some negative consequences also to consider. These are:

Leakages of expenditure out of the local economy,

Increased propensities (i.e. tendencies) to import,

Opportunity costs,

Displacement effects,




13 ECOTOURISM

Over-dependence on tourism,

Inflation and higher land values,

Seasonality issues,

Over-reliance on expatriate labor,

Creation of new or extra costs, and

Problems over foreign capital investment.

An Increased Propensity to Import

Growing tourist numbers may lead to increasing import requirements. According to

Mathieson & Wall (1982), the demands by some tourists for their home comforts while on overseas

holidays, especially for food and drinks from their home country, can impose extra costs on host

countries by requiring them to import these items for resale to the visitors. This is especially so with

small island economies which often do not produce locally what the tourists want - not just the food

and drink brands that the visitors prefer, but also luxury purchases such as jewelry, cameras, and

photographic equipment etc.

Leakage

The revenue loss, which accompanies the spending of newly-acquired foreign exchange on

buying foreign goods for re-sale to tourists, is called leakage. Other forms of leakage include

savings, which are either not spent by anyone for a long time and just hoarded for the future, or lent

by banks - but not necessarily in or near the tourism locality where they were earned. In the latter

situation, the country benefits, as do the people living where the money is finally spent, but not the

original community who actually hosted the tourists.

Opportunity Costs

Every item of tourism expenditure in theory could have been spent on some other project,

inevitably rising the question of which is more important: eg the new hotel, or a new stretch of road,

a hospital, or a school etc. Similarly, the production of goods and services for tourism purposes




14 ECOTOURISM

requires the allocation of resources which could also have been used for other, perhaps more

socially laudable, purposes. The opportunity cost in such situations is the cost of using scarce

resources for tourism, either as consumption or development, as opposed to using the money for

alternative, perhaps more socially preferable, purposes.

Displacement Effects

Displacement can happen when a tourism development occurs at the expense of another

industry, or when a new tourism project takes customers away from an existing attraction or facility

- rather than adding sufficient numbers of new visitors to the local tourist destination to justify the

investment. This type of situation, where tourism development simply substitutes one form of

expenditure and economic activity for another, is known as the displacement effect .

Over-dependence on Tourism

Anywhere, whether it is a town or a country is in an economically vulnerable position when

it is dependent on the health and vigor of just one industry. This also applies when tourism is the

principal industry (Mathieson & Wall, 1982). Indeed, tourism revenues may fluctuate, for more than

just seasonal reasons, beyond a destination or an attractions ability to predict and manage such a

situation.

Inflation and Higher Land Values

Prices frequently rise, including land and property values, when there is sustained building

demand for tourism facilities. However, a boom atmosphere at a destination frequently leads to

over-investment in accommodation stock; and later, usually a fall in some buildings prices.

Seasonality

Revenue and income flows usually vary with the seasons. Peak season visitor numbers can at

some destinations and attractions exceed their quietest period‘s attendance figures by many times.




15 ECOTOURISM

This can even be by a factor of more than a hundred between a cold, wet UK January day (9

visitors) and a sunny UK mid-summer day (1500 + people), according to Glastonbury Abbeys (UK)

management staff (Harcombe DPT, 1997). Consequently, the decision as to what the maximum

number of customers that an attraction or tourist facility should cater for is a difficult one, especially

for large hotels and theme parks - because of seasonal demand, and the need to ensure an adequate

return on their investment.

Too few beds or restaurant tables etc may mean customers are turned away in the high

season. At the same time, excessive over-capacity in the low season means near-empty premises -

even though the organization still faces substantial fixed costs.

Use of Expatriate Labour.

In some newly emerging economies, where there is a strongly perceived need for rapid

economic and social development, the management of many of the new tourism facilities may

initially be by expatriate staff (Mathieson & Wall, 1982). But their whole purpose of working there

may be to repatriate most of their savings from this work back to their home countries - another

form of leakage. Additionally, the expatriates may not a ways train local people adequately enough

for them to take over, so perpetuating the foreigner‘s presence.

A problem that has sometimes emerged, especially in the Gulf countries, is that tourism may

be a reasonably high status occupation (because of the fun element to it), but hospitality may not be.

Consequently, the educated local elites may be unseen to learn hotel and catering work. Instead they

may prefer to receive the profits from the hospitality businesses they own, while employing foreign

staff to do the actual work.

Creation of Extra and/or New Costs

More tourists mean new or increased requirements for utility production and/or facilities,

such as water, electricity, and gas supplies, and sewage and garbage removal. In addition, the

tourism facilities and attractions will need routine repair and maintenance. So also will all the




16 ECOTOURISM

related infrastructure, especially roads; and also any other transportation links and facilities that may

be necessary, including railways, air and/or water links.

Foreign Capital Investment

Investment in tourism and transport plant (e.g. airports, roads, railways, and hotels etc) can

be very expensive, and may require foreign investment. However, profits will almost inevitably leak

out, in such cases, to investors in investing countries. Indeed, many investors will not wish to invest

in any less developed tourist-receiving countries unless - quite understandably - they can be sure

they can redeem their profits in, or sell their business there for, hard currency.

http://www.journal.au.edu/abac_journal/may99/article3_f.html

Environmental impacts of tourism

The quality of the environment, both natural and

man-made, is essential to tourism. However, tourism's

relationship with the environment is complex - many

activities can have adverse environmental effects. Many of

these impacts are linked with the construction of general

infrastructure such as roads and airports, and of tourism

facilities, including resorts, hotels, restaurants, shops, golf

courses and marinas. The negative impacts of tourism

development can gradually destroy the environmental resources on which it depends. On the other

hand, tourism has the potential to create beneficial effects on the environment by contributing to

environmental protection and conservation. It is a way to raise awareness of environmental values

and it can serve as a tool to finance protection of natural areas and increase their economic

importance






17 ECOTOURISM

Negative impacts from tourism occur when the level of visitor use is greater than the

environment's ability to cope with this use within the acceptable limits of change. Uncontrolled

conventional tourism poses potential threats to many natural areas around the world. It can put

enormous pressure on an area and lead to impacts such as: soil erosion, increased pollution,

discharges into the sea, natural habitat loss, increased pressure on endangered species and

heightened vulnerability to forest fires. It often puts a strain on water resources, and it can force

local populations to compete for the use of critical resources.

DEPLETION OF NATURAL RESOURCES

Tourism development can put pressure on natural resources when it increases consumption

in areas where resources are already scarce.

Water Resources

The tourism industry generally overuses water resources for hotels, swimming pools, golf courses

and personal use of water by tourists.

This can result in water shortages and degradation of water supplies, as well as generating a greater

volume of waste water.

In drier regions like the Mediterranean, the issue of water scarcity is of particular concern. Because

of the hot climate and the tendency of tourists to consume more water when on holiday than they do

at home, the amount used can run up to 440 litres a day. This is almost double what the inhabitants

of an average Spanish city use.

Golf course maintenance can also deplete fresh water resources.

In recent years golf tourism has increased in popularity and the number of golf courses has grown

rapidly.

Golf courses require an enormous amount of water every day and this can result in water scarcity.

If the water comes from wells, over-pumping can cause saline intrusion into groundwater.

Golf resorts are more and more often situated in or near protected areas or areas where resources are

limited, exacerbating their impacts.

An average golf course in a tropical country such as Thailand needs 1500kg of chemical fertilizers,

pesticides and herbicides per year and uses as much water as 60,000 rural villagers.




18 ECOTOURISM

Local resources

Tourism can create great pressure on local resources like

energy, food, and other raw materials that may already be in

short supply.

Greater extraction and transport of these resources exacerbates

the physical impacts associated with their exploitation.

Because of the seasonal character of the industry, many destinations have ten times more inhabitants

in the high season as in the low season.

A high demand is placed upon these resources to meet the high expectations tourists often have

(proper heating, hot water, etc.).

Land degradation

Important land resources include fertile soil, forests, wetlands and wildlife.

Increased construction of tourism facilities has increased the pressure on these resources and on

scenic landscapes.

Direct impact on natural resources in the provision of tourist facilities can be caused by the use of

land for accommodation and other infrastructure provision, and the use of building materials.

Forests often suffer negative impacts of tourism in the form of deforestation caused by fuel woodcollection and land clearing.

For example, one trekking tourist in Nepal can use four to five kilograms of wood a day

POLLUTION

Tourism can cause the same forms of pollution as any other industry:

Air emissions

Noise

Solid waste and littering

Releases of sewage

Oil and chemicals

Even architectural/visual pollution




19 ECOTOURISM

Air pollution and noise

Transport by air, road, and rail is continuously increasing in response to the rising number of tourists

and their greater mobility.

Tourism now accounts for more than 60% of air travel.

One study estimated that a single transatlantic return flight emits almost half the CO2 emissions

produced by all other sources (lighting, heating, car use, etc.) consumed by an average person

yearly.

Air pollution from tourist transportation has impacts on the global level, especially from CO2

emissions related to transportation energy use. And it can contribute to severe local air pollution.

Noise pollution from airplanes, cars, buses, (+ snowmobiles and jet skis)

In addition to causing annoyance, stress, and even hearing loss for humans, it causes distress

to wildlife and can cause animals to alter their natural activity patterns. In winter 2000, 76,271

people entered Yellowstone National Park on snowmobiles, outnumbering the 40,727 visitors who

came in cars, 10,779 in snow coaches and 512 on skis. A survey of snowmobile impacts on natural

sounds at Yellowstone found that snowmobile noise could be heard 70% of the time at 11 of 13

sample sites, and 90% of the time at 8 sites. At the Old Faithful geyser, snowmobiles could be heard

100% of the time during the daytime period studied. Snowmobile noise drowned out even the sound

of the geyser erupting.

Solid waste and littering

In areas with high concentrations of tourist activities and appealing

natural attractions, waste disposal is a serious problem and improper

disposal can be a major despoiler of the natural environment - rivers,

scenic areas, and roadsides.

For example, cruise ships in the Caribbean are estimated to produce more than 70,000 tons of waste

each year.

Solid waste and littering can degrade the physical appearance of the water and shoreline and cause

the death of marine animals.




20 ECOTOURISM

In mountain areas, trekking tourists generate a great deal of waste. Tourists on expedition leave

behind their garbage, oxygen cylinders and even camping equipment.

Such practices degrade the environment with all the detritus typical of the developed world, in

remote areas that have few garbage collection or disposal facilities

The Wider Caribbean Region, stretching from Florida to French Guiana, receives 63,000 port calls

from ships each year, and they generate 82,000 tons of garbage.

About 77% of all ship waste comes from cruise vessels.

On average, passengers on a cruise ship each account for 3.5 kilograms of garbage daily -

compared with the 0.8 kilograms each generated by the less well-endowed folk on shore.

Sewage

Construction of hotels, recreation and other facilities often leads

to increased sewage pollution.

Wastewater has polluted seas and lakes surrounding tourist

attractions, damaging the flora and fauna.

Sewage runoff causes serious damage to coral reefs because it

stimulates the growth of algae, which cover the filter-feeding

corals, hindering their ability to survive.

Sewage pollution threatens the health of humans and animals.

Aesthetic Pollution

Often tourism fails to integrate its structures with the natural features and indigenous architectural of

the destination.

Large, dominating resorts of disparate design can look out of place in any natural environment and

may clash with the indigenous structural design.A lack of land-use planning and building regulations in many destinations has facilitated sprawling

developments along coastlines, valleys and scenic routes.

The sprawl includes tourism facilities themselves and supporting infrastructure such as roads,

employee housing, parking, service areas, and waste disposal.




21 ECOTOURISM

Physical impacts of tourism development

Construction activities

Infrastructure development the development of tourism facilities can involve sand mining,

beach and sand dune erosion and loss of wildlife habitats.

Deforestation and intensified or unsustainable use of land

Construction of ski resort accommodation and a facility frequently requires clearing forested

land. Coastal wetlands are often drained due to lack of more suitable sites.

Marina development

Development of marinas and breakwaters can cause changes in currents and coastlines.

Coral reefs

Especially fragile marine ecosystems - suffering worldwide from reef-based tourism

developments.

Evidence suggests a variety of impacts to coral result from shoreline development, increased

sediments in the water, trampling by tourists, ship groundings, pollution from sewage, souvenir.

Physical impacts from tourist activities

Trampling

Tourists using the same trail over and over again trample the vegetation and soil, eventually

causing damage that can lead to loss of biodiversity and other impacts. Such damage can be evenmore extensive when visitors frequently stray off established trails.




22 ECOTOURISM

Anchoring and other marine activities

In marine areas many tourist activities occur in or around fragile ecosystems. Anchoring,

scuba diving, yachting and cruising are some of the activities that can cause direct degradation of

marine ecosystems such as coral reefs.

Alteration of ecosystems by tourist activities

Habitat can be degraded by tourism leisure activities. For example, wildlife viewing can

bring about stress for the animals and alter their natural behaviour when tourists come too close.

www.geointeractive.com

http://www.oecd.org/document/2/0,3746,en_2649_34389_1826114_1_1_1_1,00.html

http://www.geointeractive.com/









23 ECOTOURISM

Social and cultural impacts of tourism

Doi hang is a destination for adventure tourists. Doi hang was managed by local people. If

local people develop in the right way for example; develop in public utility, activities but still keep

the same cultural, follow the natural way, do not follow technology like a big city. Tourists might be

impact to the tourist attraction such as Pai in Mae Hong Sorn that was impact by tourist because

local people think what it should to do for support the number of tourist. Not only the local people,

the people from other province think there are a popular and do the business at Pai. The culture was

change, the tourist visit Pai just a trend not for interesting in cultural of hill tribes or way of life of

the location. But Doi hang is not popular like a Pai, local people can manage and control and also

protected the impact from social and cultural of tourism.

However, social and cultural are a little part to impact to Doi hang if the local people help

each other and maintain, Doi hang will still sustainable.




24 ECOTOURISM

Chapter 3: Management of ecotourism

Management of sustainable tourism

Sustainable tourism is the concept of visiting a place as a tourist and trying to make only a

positive impact on the environment, society and economy. A key aspect is respect for the people

who call the location home, the culture and customs of the area, and the socio-economic system.

While sustainable tourism is sometimes confused with ecotourism, ecotourism is actually only one

aspect of sustainable tourism (Lisse, 2011). Doi hang district located in Chiang Rai province, have a

natural resources as a source of eco-tourism and a lot of cultural attractions for example Huay Kaew

waterfall, Pha Soet hot spring, Akha village, Huay Mak Liam hot spring, and Huai Tat waterfall. By

contrast, our group survey showed that Doihang district has managed in the form of ecotourism,

which is part of sustainable tourism and following the principles of sustainable tourism, for

example, Using Resource Sustainable (in both the natural resources, society and culture is important

and focus on doing business in the long run.), Supporting Local Economic (taking into consideration

the price and value of the environment is not only the economy but also protect the environment

from being destroyed as well.). And also consistent with the nature of tourism is sustainable such as

Quality refers to the quality of the three major components is the quality of the environment, the

quality of the experience, travel services received, and quality of life in the community, Balance

refers to balance between the needs of the tourism industry, needs of local communities and capacity

of resources.

http://traveltips.usatoday.com/meaning-sustainable-tourism-2297.html

http://www.doihang.go.th/










25 ECOTOURISM

Visitors’ demand and variety of tourist types

From the survey area's way of living of the people and environment of the district attraction

Doi Hang. We were aware of the changes and development of tourist attractions such as:

1. Huai Kaew waterfall is a large waterfall hot water all year round

25 km. away from Chiang Rai, but it is not popular.

2. Ban Akha village is not far from waterfall you can or drive to it but

the village has a small parking. The house is still original home some house

they make into a home stay or resort for tourists.

3. Huai Mak Liam Hot Spring is a hot spring along the Kok River current

location is the office of Kok River National Park. As one of the hot springs were

known tourist boat along the river so long. The lush tropical landscape in the dry

season will have to ride an elephant and have camping area, toilets and restaurants

for tourists.

4. Huai Tat. Waterfall is a medium-size in the middle of the forest

tourists must travel by foot to about 3 kilometers, most of the foreign

tourists visiting the popular hiking and sign seeing beautiful waterfalls.

The last place is Pha search hot spring this place very attractions. It

is open to the mineral bath and large outdoor pond, building a mineral bath

and mineral bath with water massage, Thai massage, area for camping and

elephant farm. From survey the most tourists as Adventure Tourism,Ecotourism and Foreigner tourists.

http://www.tourismchiangrai.com/?p=preview&id_travel=50

http://www.doihang.go.th/detail.php?mn_id=&dt_id=0016










26 ECOTOURISM

Visitor management

Limits of acceptable change in Doi hang

LAC methodology is an extension of the ROS concept and recognizes both

the social and environmental dimensions of recreational impacts. It involves

both resource managers and stakeholders in

Identifying acceptable and achievable social and resource standards.

Documenting gaps between desirable and existing circumstances.

Identifying management actions to close these gaps.

Monitoring and evaluating management effectiveness.

The management in visitor if they are so many and accommodation full we should improve

accommodation for visitor more than before. But if too few tourists should create highlight for

visitor may be visitor is like and don‘t like but its good more than don‘t doing anything.

The LAC planning system consists of nine steps.

1. Identifying concerns and issues.

2. Defining and describing opportunity classes.3. Selecting indicators of resource and social conditions.

4. Carrying out an inventory of resource and social conditions.

5. Specifying standards for the resource and social indicators.

6. Identifying alternative opportunity class allocations.

7. Identifying management actions for each alternative.

8. Evaluating and selecting an alternative.

9. Implementing actions and monitoring conditions.




27 ECOTOURISM

Principles and guidelines for sustainable ecotourism

Eco and Sustainable Tourism

Ecotourism is "responsible travel to natural areas that conserves the environment and

sustains the well-being of local people." Sometimes it is defined as a sub-category of sustainable

tourism or a segment of the larger nature tourism market.

It includes an interpretation/learning experience, is delivered to small groups by small-scale

businesses, and stresses local ownership, particularly for rural people.

What is the difference between ecotourism and nature-based travel?

While nature-based tourism is just travel to natural places, ecotourism provides local benefits

- environmentally, culturally and economically. A nature-based tourist may just go bird watching; an

ecotourist goes bird watching with a local guide, stays in a locally operated ecology and contributes

to the local economy.

Where does Sustainable Tourism fit in?

Sustainable Tourism embraces all segments of the industry with guidelines and criteria that

seek to reduce environmental impacts, particularly the use of non-renewable resources, using

measurable benchmarks, and to improve tourism‘s contribution to sustainable development and

environmental conservation.

Sustainable Ecotourism

Sustainable tourism encompasses the responsible use of natural resources for recreation. This

includes eco-friendly boating, whale and dolphin watching, scuba-diving, fishing, and

tourism.

http://marinebio.org/eco-friendly-boating.asp


http://www.independent.co.uk/travel/news-and-advice/the-complete-guide-to-whale--dolphin-watching-1750980.html

http://scubaboard.com/

http://marinebio.org/oceans/conservation/sustainable-fisheries.asp

http://marinebio.org/oceans/conservation/sustainable-fisheries.asp

http://scubaboard.com/

http://www.independent.co.uk/travel/news-and-advice/the-complete-guide-to-whale--dolphin-watching-1750980.html





28 ECOTOURISM

Sustainable Ecotourism

Minimizes environmental impacts using benchmarks

Improves contribution to local sustainable development

Requires lowest possible consumption of non-renewable resources

Sustains the well-being of local people

Stresses local ownership

Supports efforts to conserve the environment

Contributes to biodiversity

Ecotourism is defined as leisure travel that provides tourists with an educational and

adventurous experience visiting complex and fascinating ecosystems and their associated cultures

and traditions. The concept of ecotourism began in the late 1980's and increased in popularity in

2002 during the United Nations "International Year of Ecotourism." According to environmental

and other organizations, ecotourism should have a minimal impact on both the environment and

the culture. Ecotourism should inform tourists about what's needed to sustain the environment

they're visiting, and should also help local populations understand the importance and value of

their home. Ecotourism can also help foster a sense of environmental stewardship by encouraging

travelers to be mindful of wasting resources and polluting the environment. Ecotourism can also

help local economies by generating revenue and jobs, which further encourages the local

population to preserve its environment.

A good ecotourism operation will strive to support the community and encourage

travelers to be culturally sensitive by training and employing local people and by purchasing

local supplies and services to further stimulate the economy. Increasingly, national governments

such as Costa Rica and Australia are supporting the ecotourism trade for its benefit to both their

country and their visitors. Tourist regions in many countries now rely on ecotourism as the

primary source of revenue.




29 ECOTOURISM

The education and good practices taught by ecotourism may also help foster sustainable

development in a world increasingly faced by destructive practices such as clear-cutting forests

and poor land-use policies that destroy habitats. Good ecotourism should ideally support criteria

such as:

Conservation of biological and cultural diversity

Sustainable use of ecological resources

Support for local economies through increased local revenue, jobs for local populations, and use

of local supplies and services

Community empowerment by sharing participation in management local ecotourism activities

Increased environmental and cultural awareness

Minimal environmental tourist industry impact on local resources

Although the overall concept and intent of sustainable tourism is positive, the industry is

not without its critics largely due to companies who abuse the concept of ecotourism to take

advantage of the wealth generated by the interest in eco-tourism. Some ecotourism operators

have been accused of masking their environmentally destructive practices by marketing their

businesses as ecotourism.

With time, the standards for good ecotourism will be established and both travelers and

the industry will be aware of what constitutes an ecologically and culturally sensitive operation.

http://marinebio.org/oceans/conservation/sustainable-tourism.asp

http://nomadshostels.com/arts-factory/about-arts-factory/sustainability/

http://www.gdrc.org/uem/eco-tour/eco-sust.html













30 ECOTOURISM

Development ( Define Plans / Tourism development project )

Project

Fiscal years

55 56 57

1. Promotion of tourism service

Development of tourism network project of Doi-Hang(Community Based Tourism)

30,000.- 30,000.- 30,000.-

Promotion and development project of local tourismproduct (Otop)

50,000.- 30,000.- 20,000.-

Promote project of tourism in the community 30,000.- 30,000.- 30,000.-

2. Develop project of tourism attraction

Promoting tourism to generate income for local peopleproject (Kad Nud Kon Doi )

300,000.- 300,000.- 300,000.-

Promote and develop youth local tourism project 20,000.- 10,000.- 10,000.-

Define travel route in local project 20,000.- 20,000.- 20,000.-

Accommodation rural culture project or Home stay 30,000.- 20,000.- 20,000.-

Develop location and landscape project 200,000.- 200,000.- 200,000.-

Promote and develop healthy attraction project 500,000.- 500,000.- 500,000.-

3. Promote tourism business and guide project

Develop local guide project 30,000.- 30,000.- 30,000.-

Learning and changing tourism managementknowledge between community project

80,000.- 80,000.- 80,000.-




31 ECOTOURISM

No Project Objective Goals

Budget

Expectation

goals

Undertak2555

baht

2556

baht

2557

baht

1. Development of tourism

network project of Doi-Hang

Board of

directorAdmistratioof Doi Hang

2. Promotion and developmentproject of local tourismproduct

Admistratioof Doi Hang

3. Promote project of tourism inthe community


4. Promoting tourism togenerate income for localpeople project

Board of directorAdmistratioof Doi Hang

5. Promote and develop youthlocal tourism project


6. Define travel route in localproject


7. Accommodation rural culture

project or Home stay

Admistratio

of Doi Hang

8. Develop location andlandscape project

Board of directorAdmistratioof Doi Hang

9. Promote and develop healthyattraction project


10. Develop local guide project Admistratio

of Doi Hang11. Learning and changing

tourism managementknowledge betweencommunity project





32 ECOTOURISM

Project Goods Goals Budget Undertaker

Training to enhance home

stay group project

1 Home stay group in Doi Hang get

development and promote

100,000.- Secretary offic

Development of tourism

network project of Doi-Hang

1 Tourism network in Doi Hang can

driving in tourism efficiently.


Define travel route in local

project

1 Define tourism in local and develop

plan of local tourism


Promote ecotourism project 1 Management suitable ecotourism and

get participation to conserve and

useful from ecotourism attraction in

local by participation


Training to enhance tourism

management project

1 Development plan and tourism

management more efficiently in local

by local reader.


Promote and develop youth

local tourism project

1 Youth get knowledge and aware in

local resources. Youth can great serve

to guest and proud to maintain

resources for sustainable tourism





33 ECOTOURISM

Development plan of Chaing Rai 2554 Bd.

Tourism and sports office, Chiang Rai

Doi Hang administration organization, Aumpoer Mueng, Chiang Rai

Promote and operate Tumbol tourism. Budget 450,000 Baht

Project Goods Goals Budget ผู ้รับผิด

Promote tourism product in Doi Hang

project

1 Community gain profit from product and

souvenir

50,000.- ส นัก

Improvement landscape of Pa Sert hot

spring project

1 Tourist satisfy with beautifully natural 50,000.- ส นัก

Mineral bath every week for healthy 1 Tourist get knowledge benefit of mineral

bath

50,000.- ส นัก

Kad Nud Kon Doi project 1 Ecotourism art & tradition and healthy in

Doi Hang was widely recognized

300,000.- ส นัก

Total 450,000.-

Promote Home stay project. Budget 500,000 Baht

Development tourism attraction and service tourism activities in Doi Hang project Budget 500,000

Project Goods Goals Budget Undertake

Training volunteer for developing tourism to preserve local nature




34 ECOTOURISM

Chapter 4 marketing for ecotourism

Marketing research

Marketing research of Ecotourism

Is the function that links the consumer, customer, and public to the marketer through

information — information used to identify and define marketing opportunities and problems;

generate, refine, and evaluate marketing actions; monitor marketing performance; and improve

understanding of marketing as a process. Marketing research specifies the information required to

address these issues, designs the method for collecting information, manages and implements the

data collection process, analyzes the results, and communicates the findings and their

implications. Marketing research is the systematic gathering, recording, and analysis of data about

issues relating to marketing products and services. The goal of marketing research is to identify and

assess how changing elements of the marketing mix impacts customer behavior. The term is

commonly interchanged with market research however; expert practitioners may wish to draw a

distinction, in that market research is concerned specifically with market, while marketing research

is concerned specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs, either by target market:

Consumer marketing research, and

Business-to-business (B2B) marketing research Or, alternatively, by methodological approach:

Qualitative marketing research, and

Quantitative marketing research

Consumer marketing research is a form of applied sociology that concentrates on

understanding the preferences, attitudes, and behaviors of consumers in a market-based economy,

and it aims to understand the effects and comparative success of marketing campaigns. The field of

consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the

founding of the ACNielsen Company in 1923.

http://en.wikipedia.org/wiki/Arthur_Nielsen

http://en.wikipedia.org/wiki/ACNielsen

http://en.wikipedia.org/wiki/ACNielsen

http://en.wikipedia.org/wiki/Arthur_Nielsen




35 ECOTOURISM

Thus, marketing research may also be described as the systematic and objective

identification, collection, analysis, and dissemination of information for the purpose of assisting

management in decision making related to the identification and solution of problems and

opportunities in marketing.

Generations

People are often clustered into ―generations‖ to identify trends that correspond. Depending on

the demographer, different labels are attributed, but there is general agreement about the

classification of the groups and their:

Generation Y (b. 1980 to present) represents the children of the largest population group,

the Baby Boomers. Techno-savvy, these individuals are growing up with computers in their

homes and classrooms; cell phones, and cable. One-third of 6-7 year olds have TVs in their

bedrooms. One in four lives in a single-parent household. Three in four have working

mothers. Raised in these dual-income and single-parent families, they've already been given

considerable financial responsibility. Surveys show they are deeply involved in family

purchases, be they groceries or a new car. One in nine high school students has a credit card

co-signed by a parent, and many will take on extensive debt to finance college. A recent

survey of the age group found more than 80% believe that it's "IN" to be smart.Also called

the "Baby Boomlet," this generation is considered, "by most calculations, 9already bigger

than the baby boom: 77.6 million born since 1979 vs. 76.8 million from 1946 through 1964,

according to the research firm Yankelovich Partners. But don't let that fool you. This group

of youngsters is not evenly distributed across the nation; it is primarily located in counties of

large minority populations. And the "pig in the python" movement of the boomers is more

like two piglets for the boomlets. Two significant blips occurred from 1979 to 1994 resulting

in large numbers yet without the enormous influence their parents brought with them.

Generation X (b. 1965 to 1979) was once referred to as the generation of slackers, a mere

52. 4 million compared to the previous gang of 25 million more. No longer considered as

such, their behavior is still cautious and somewhat disengaged. These young adults were

raised within more divorced and latch-key homes than in any previous generations. "As

http://en.wikipedia.org/wiki/Marketing





36 ECOTOURISM

young adults, maneuvering through a sexual battle scape of AIDS and blighted courtship

rituals — they date and marry cautiously." This moderately small group of approximately 50

million is slowly setting up homes and starting families. Politically, they lean toward

pragmatism and non-affiliation, and would rather volunteer than vote. "A wide sampling of

surveys indicates that Xers are less politically or civically engaged, exhibit less social trust or

confidence in government, have a weaker allegiance to their country or to either political

party, and are more materialistic than their predecessors." Simultaneously, Generation Xers

have led a renewed interest in spirituality and alternative health practices.

Baby Boomers (b. 1946 to 1964) have had the greatest influence of any single generation

due to its enormous size of 77 million. For years, marketers have focused their attention on

the life stages of these individuals. Stay-at-home mothers armed with the advice of Dr.

Spock raised this generation to be independent and in control of their futures. "During the

1960s, this manifested itself in the anti-authoritarian counterculture movement. In the 1980s,

it translated into see-how-fast-I-can-get-rich materialism. In the 1990s, Boomer

individualism was apparent in increased entrepreneurialism, the self-help movement, and the

rise of New Age spiritualism." Today, "entering midlife (and national power), they are

trumpeting values, touting a "politics of meaning," and waging scorched-earth Culture Wars"

Now, marketers are interested in the maturing of these individuals. Healthcare institutions,leisure travel groups, and retirement communities have been waiting for the Baby Boomers

to age. In response, boomers are creating a new life stage referred to as "mid-youth" with an

emphasis on adventure travel, new careers, and self-health.

Swing Generation (b. 1933 to 1945) and War Generation (b. pre-1933) The Swing

generation is not deemed as such because of its affiliation with an era of swing dancing, but

as a small group before the War generation and after the Boomers. Their behavior tends to

"swing" towards one group or another versus defining its own. They have been receiving

attention due to their unique ability to live longer, healthier lives. Americans aged 65 or

older number more than 33 million, and their ranks are growing. Approximately 1,050 more

people over age 65 are added to the population each day.




37 ECOTOURISM

Consumer Demand:

More than-thirds of U.S and Australian traveler, and 90% of British tourist, consider active

protection of the environment and support of local communities to be part of a hotel‘s

responsibility. The International Ecotourism Society

In Europe:

-20%-30% of travelers are aware of needs & values of sustainable tourism.

-10%-20% of travelers look for ‗green‘ options.

-5%-10% of travelers demand ‗green‘ holidays.

In Germany, 65% (39 million) of travelers expect environmental quality 42% (25 million)

―think that it is particularly important to find environmentally friendly accommodation.‖

Nearly half of those surveyed in Britain said they would be more likely to go with a

―company that had a written code to guarantee good working conditions, protect the

environment and support local charities in the tourist destination… [E]thical tourism will

rightly be a big issue in the new millennium.‖

A survey of U.S., British, and Australian travelers revealed that 70% would pay up to $150

more for a two-week stay in a hotel with a ―responsible environmental attitude.

Consumer Demand (Cont’d):

In a U.K. survey, 87% of travelers said their holiday should not damage the environment;

39% said they were prepared to pay 5% extra for ethical guarantees.

53% of American travelers say their travel experience is enhanced when they learn as

much as possible about local customs and culture.

95% of Swiss tourists consider respect for local culture to be highly important when

choosing a holiday.




38 ECOTOURISM

Nearly a third (46 million) of U.S. travelers buys specifically from companies that donate

part of their proceeds to charities. In Europe, where there is a strong and growing

sustainable tourism movement, these figures are even higher

The main ecotourism generating market

Marketing and Communication channel

According to the surveys, ecotourism operators use the same spectrum of marketing channels

and techniques

As all others:

Regarding promotion and information channels, word of mouth was highlighted among

the most important ways for ecotourism-oriented operators.

The Internet is widely used for promotional purposes .For example, in Italy and Canada, it

represents the main channel used by eco-tour operators.

Travel Agents are still the most important source of trip information for US eco tourists

according to an in-flight tourist survey of US travelers to Overseas and Mexico.

Eco-tour operators seem to focus on targeted promotion channels like specialized fairs, trade

shows and advertising in specialist magazines.

Reservation and booking are mainly made via specialized eco tour operator agencies and

through their catalogues. However, booking on-line (via Internet) is increasing

tremendously. Travel agents are seen as less successful way of selling.

Affinity groups, like conservation organizations, responsible tourism and ecotourism

development organizations, play a minor promoting role for eco-tour operators in Europe.

The marketing mix

The concept of the tourist marketing consists of creating the supply (marketing mix)

corresponding to the identified demand at the tourist market, while using product, price, place and

promotion, which allow to identify, inform, motivate and serve these markets in the best possible

way.




39 ECOTOURISM

What is marketing mix?

Marketing mix is a broad concept which includes several aspects of marketing which

related to creating awareness and customer loyalty. The term is often summarized as referring to

the "four P's": price, promotion, product, and placement.

―When these are ef fectively blended, they form a marketing program that provides want-

satisfying goods and services for the company‘s market.

4Ps consist

Product

It is a tangible good or an intangible service that is mass produced or manufactured on a

large scale with a specific volume of units. Intangible products are service based like the tourism

industry & the hotel industry or codes-based products like cell phone load and credits. Typical

examples of a mass produced tangible object are the motor car and the disposable razor. A less

obvious but ubiquitous mass produced service is a computer operating system.

Packaging also needs to be taken into consideration. Every product is subject to a life-

cycle including a growth phase followed by an eventual period of decline as the product

approaches market saturation. To retain its competitiveness in the market, product

differentiation is required and is one of the strategies to differentiate a product from its

competitors

Price

The price is the amount a customer pays for the product. The business may increase or

decrease the price of product if other stores have the same product.

Promotion

Represents all of the communications that a marketer may use in the marketplace.

Promotion has four distinct elements: advertising, public relations, personal selling and sales

promotion. A certain amount of crossover occurs when promotion uses the four principal elements




http://en.wikipedia.org/wiki/Mass_produced

http://en.wikipedia.org/wiki/Tourism_industry


http://en.wikipedia.org/wiki/Hotel_industry

http://en.wikipedia.org/wiki/Motor_car

http://en.wikipedia.org/wiki/Razor

http://en.wikipedia.org/wiki/Computer_operating_system

http://en.wikipedia.org/wiki/Product_life-cycle_theory


http://en.wikipedia.org/wiki/Market_saturation

http://en.wikipedia.org/wiki/Product_differentiation


http://en.wikipedia.org/wiki/Advertising

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Personal_selling

http://en.wikipedia.org/wiki/Sales_promotion





http://en.wikipedia.org/wiki/Personal_selling

http://en.wikipedia.org/wiki/Public_relations

http://en.wikipedia.org/wiki/Advertising




http://en.wikipedia.org/wiki/Market_saturation



http://en.wikipedia.org/wiki/Computer_operating_system

http://en.wikipedia.org/wiki/Razor

http://en.wikipedia.org/wiki/Motor_car

http://en.wikipedia.org/wiki/Hotel_industry




http://en.wikipedia.org/wiki/Mass_produced





40 ECOTOURISM

together, which is common in film promotion. Advertising covers any communication that is paid

for, from cinema commercials, radio and Internet adverts through print media and billboards.

Public relations are where the communication is not directly paid for and includes press

releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of

mouth is any apparently informal communication about the product by ordinary individuals,

satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff

often plays an important role in word of mouth and Public Relations (see Product above).

Place

A way of getting the product to the consumer and/or how easily accessible it is to

consumers.

The factors that influence the marketing

Manageable

Product (actual product, quality, style, design, brand name, etc.)

Price (list price, discounts, payment periods, etc.)

Place (channels/coverage, the actual place the product is purchased or the actual route of

distribution)

Promotion (advertising, direct marketing, sales promotion, personal selling, etc. )

Non-manageable

Elements of the microenvironment (Retailers, suppliers, mediators)

Elements of the microenvironment (Demographic factors, social factors, economic

conditions, competition, ecological factors, etc.)

http://www.en.wikipedia.org/wiki/Marketing_mix







41 ECOTOURISM

Marketing issues for ecotourism: challenges and opportunities

This district has to create activities in this area. This area can promote to travelers as package

tour such as mountain bike, camping, bird watching, rafting and fishing. These are opportunities to

develop new travel attraction in Chiangrai. This area located near the city that easy to travel. By the

way, the attraction has another way to go there that is so far more than one but this way close with

environment that can promote to eco-way for tourist.

The district has to support every business in this area but doesn‘t support only Phasert‘ hot

spring. The officers should develop based on 5 Eco‘s concept.

First, the officer should develop social of people in this area and make opportunities to local

life in this village. Local people should select some culture of travelers and improve their life areappropriate to their culture. People should transmit core of their culture to new generation and create

them for loving their culture.

Second, the district should provide access to travelers such as internet, map, telephone, etc.

for promote this tourist attraction such as create web site for serving information about this

attraction to tourist. In camp site, should set up Wi-Fi, telephone and etc. for tourist that may make

tourist like it. The district set rent a mountain-bike for tourist and set check point for a teenager or

adult and build home stay or rent a camp for tourist who love extreme sport such as rafting, hiking,climbing and etc.

Third, the officer should champagnes to local people for conserve natural resource around

the district and lead them known about advantage of natural resource such as tell them about

environment, if it destroyed the people may be lost a money and support the village for keep the tax

or fees for improve the environment.

Fourth, the district should support for traveling in this area because the money which come

to this area will increase that affect to people who get developed by the district. The standard of

living will increase may be decrease a criminal or any violence in this area.

Fifth, People have to study for themselves and serving travel in those villages. The people

will turn back for develop their village and develop the village by themselves that is important to the




42 ECOTOURISM

business because the people come to manage by themselves and separate income for communities

that make the district is strong.

The district has a good opportunity to development that builds new tourist attraction in

Chiang Rai. If the district make a connect with the 9 Kareang Villages and make package tour such

as rafting a long with Kok River and ride an elephant in the forest or anything that can make income

for this district and the near area. The important thing should talk and make community around that

area before develop the area turn to be the village of travel. The salary should separate and manage

by local people in that area.

Marketing tools used by the ecotourism industry

The most important of marketing tool for Doi hang district are advertising and public

relations. Advertising and public relations play an important role in driving the business as a result,

organizations must rely on Corporate Communications to drive consumers to see, recognize and

decision making. Doi hang district have a beautiful natural resources and cultural that can attract

tourist come to this district. The tourist attraction that important attract tourist is hot spring, a hot

spring have more benefit such as reduce stress, stimulating the skin, eliminate acne blemishes,

relieve joint pain, bone pain, muscle pain, beriberi ,and relieve the pain in the nervous system. If Doi

hang district have more advertising and public relations that make tourist will know and come to

district.

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43 ECOTOURISM

MG issues for ecotourism

Doi Hang Sub district Administration Organization continually developed Doi Hang

Subdistric in order to be ecotourism aim to conserve environment. They will raise awareness to

tourists and tell them how is it sustainable tourism by using bicycle for biking to enjoy sightseeing

around there .They think that if tourist using the bike it may help to conserve the environment at

least they don‘t make noise pollution and air pollution where is come out form tourist vehicle

Trekking Doi Hang Sub district Administration Organization located along the Kok river

side where is surrounded by abundant forest it is a kind of tropical forest it is the center of many

species of animals and rare plants settle in there . In addition, there is a bridge which is connect

between Chaing Rai and Chiang Mai it was controlled by Kok river national park. This also has the

wonderful waterfall everyone should conserve it in order to keep it as long as possible for our new

generation.




44 ECOTOURISM

Chapter 5: Ecotourism destination analysis

Indicators and assessment criteria for assessment of the current situation of ecotourism destination

The areas in Tambol Doi Hang are mostly forest. There are many interesting attractions such

as Huaykaew waterfall, Phasert-hotspring, Ban Akha, Giant Tree, Huay Mark Riem hotspring and

Huay Tad waterfall. There are also many activities to meet the needs of tourists such as eggs boiled,

take a picture, mountain biking, stroll through the woods so close to nature and other but because

Tambol Doi Hang lack of development location continuously so it does not get much attention from

visitors. If get the cooperation of local people and government in the maintenance of natural

attractions. Of course, that it will be available attract tourists to visit a lot.

Tourism development plan of Doi Hang for 3 year

1. Information

1.1 Physical and general information of the area

Geography is a high mountain and switch on plain.

Area approximately 91 square kilometers or about 56,875 acres.

Administrative villages have 8 villages.

1.2 Resource of tourism

Hot springs

Water fall

National park ― KOK river‖

Hill tribe villages

Giant tree

Temples

Festival ― market of mountaineer‖

Area for tent




45 ECOTOURISM

1.3 Tourism market

The amount of approximately 100,000 visitors per year

Thai and foreign tourists

Transportation is boats and cars

Resource of tourism and activity of tourism

The distribution of visitors

1.4 Aptness of tourism

Land and sea transportation systems

Electricity, water, telephone calls and DTAC

Local police stations, health resorts, home stay, restaurants

2. Analysis capabilities to assess the current development status. And

opportunities for future development.

Physical condition and general information of the area

Doi Hang sub-district located not far from the district of Chiang Rai. Convenient

transportation both by land and sea. The attractions in the area near the famous beach

destination are Chiang – Rai, Mae Fah Luang field. And travel by boat (cross - downstream)

along the river through the village and its tourist district. As well as a stopover point for

rafting from Chiang Mai to Chiang Rai province.

Geography is mountains and plain areas along the Kok River. Island's natural beauty. The

area is ideal for a career in agriculture.

Population in the area of indigenous people and the tribe has a variety such as Karen, Akha,

Lahu, Lisu and Haw Chinese that have culture and a lifestyle that is uniquely their own.




46 ECOTOURISM

Resource Guide

Abundant natural resources. Forest areas and forest reserves in the area of protected forest,

mineral limestone, hot spring, sources of sand in the KOK River, so many beautiful

waterfalls.

1. Medical tourism

Hot springs ― PA-SERT‖

2. Ecotourism

Nature Trail

Water Falls

National park KOK River

3. Tourism, culture

Hill tribe villages

Temple

4.

Agro-tourismThe tea garden

Orange

Tourism market

1. Hot springs ―PA-SERT‖ have the volume of tourists, both Thais and foreigners who

come to soak water. The tent camp each year, about 40,000 people / year, especially in the winter,

visitors are very special.

2. Hill tribe villages, waterfalls, tea gardens and nature walks. Most of them are foreigners

more than Thais Into the area throughout the year by about 20,000 people / year.




47 ECOTOURISM

3. Wat Phra That Doi ―KONG KAOW‖and Wat Phra That Doi ―IN-SEE is the place for

practices that is both public and private sectors participated in tree planting .and you can views

across Chiang-Rai province .Even more beautiful at night the stars looked like on the ground.

Aptness travel

Tambon Doi Hang. A place not far from the city of Chiang Rai with convenient

transportation both by land and sea, by land, a highway, the Department of Public Works. And

the city of Chiang Rai. Into the area of each village, a total distance of about 20 kilometers. Most of

the roads within the village concrete roads for bamboo. And also has a laterite road route to and

from remote villages. Local people family's path into the village farmland. And tourist areas that is

still in the process of developing a concrete or asphalt road for about 70 percent of the entire route is

within district and have the taxi boat (cruise - crossing the KOK River) services for tourists and

locals along the KOK River and generally pick up passengers throughout the year. The area suitable

for agricultural occupations, Natural resources and natural habitat, Eco-tourism, and cultural

diversity. If the direction and development patterns will be able to develop all areas of the district as

a source. Tourism potential in the future.




48 ECOTOURISM

SWOT Analysis

Issues in advantages and disadvantages of the areas

Weakness

1. Most areas in the forest, causing problems in an area of forest that residential area do not

overlap.

2. The risk of problems arising from drug monitoring of the condition factors Kok River area

and along the mountain paths that may be transported drug sensitive and drug spot before

trading.

3.

Most poor people work in agriculture and forests, lack of basic skills that will lead to acareer that has increased revenue.

4. Most areas in the remote backcountry of the lack of knowledge of good health are a cause of

illness and diseases such as dengue disease, malnutrition, AIDS, etc.

5. Receiving subsidies from the government budget in a very small proportion of the potential

of the region cannot be taxed, so the budget will be insufficient and not comprehensive

development district.

6. The unauthorized destroy natural resources and forests are the source watershed.

Treat

1. Lack of funding and promotion of tourism seriously by government agencies.

2. Area of the district, mostly in forests, conservation of the Park River, so the villagers make a

living and residential areas in the forest reserve is prone to conflicts between residents and

staff are always the cause relationship problems and a bad attitude towards the work of the

staff that will affect the future development.




49 ECOTOURISM

Strength

1. The location of Doi Hang sub-district, not far from the district of Chiang Rai. Convenient

transportation both by land and water supply in the area near the famous beach destination is

Chiang Rai Mae Fah Luang. And travel by boat (cross - downstream) along the river through

the village and its tourist district. As well as a stopover point for water rafting from Chiang

Mai to Chiang Rai province.

2. The terrain is mountainous and plain areas of the river. It is an attractive, natural beauty and

is an area that is ideal for a career in agriculture.

3. The population is indigenous and tribal peoples in the area with a variety of spa and I love

(Karen), Akha, Lisu, Lahu, China, Hong tradition, culture and lifestyle that is uniquely their

own.

4. Natural resources is forest areas and forest reserves in the area of protected forest, limestone

forest, mineral and thermal sources of sand in the river so many beautiful waterfalls.

Opportunity

1. Strategy to develop / promote tourism as an important strategy.

2. Chiang Rai is set to the special economic areas. The distribution economic prosperity across

the province to be balanced.




50 ECOTOURISM

The elements necessary for developing Tourism of Tambol Doi Hang

ISSUES S W O T REMARKAttraction

- Natural tourism resources

Forest

Protected lands and areas

Waterfalls

Rivers

Wildlife (animals, birds, marine life)

Hot spring

Activities

- Eggs boiled - Hot spa

- Mountain biking

- Trekking

- Elephants

- Other

Access: Transportation facilities and services (access toand within the area)

- Land

- Water

Amenity/Accommodation: Hospitality facilities

(place to stay overnight/eat)

- Services

- Basic community infrastructures

Water supply

Electricity

Sewage treatment

Solid waste disposal

Telecommunication (postal, telephone, massmedia)

Medical service

Public safety Bank and other money exchange

Postal service




51 ECOTOURISM

ISSUES S W O T REMARK

- Travel arrangement

Travel agents

Tour guides

- Promotion and tourist information service

(information tourists what to see and do in the

community)

Ancillary Services Establishment of policies, laws and incentives

for socially conscious tourism

Establishment of policies and laws relative tothe safety, security and health of tourists.

Major transportation system to move tourists

in and out of the region and country andthough the countryside.

Major attraction features such as state (orprovincial) and national parks.

A communications and promotion network thatencourages tourists to visits the region andcountry.

Coordination within the tourism industry andwith the government by travel trade and relatedassociations.

Administration Conservation of natural and socio-cultural

resources

Local economic generation and distribution

Promotion of people participation indevelopment process

Collaboration among stakeholders




Conclusion

Ecotourism is a new concept that is gaining considerable popularity and

attention. Ecotourism focuses on the ideas of volunteering so that one may gain personal

growth. Ecotourism helps one to learn new ways to live. Ecotourism benefits the environment

through the maintenance of biological diversity and cultural diversity. The disadvantage

of ecotourism is its promises not delivered wherein its supposed benefits have not been felt in some

instances. Ecotourism maintains belief that people, plant and profit need to be kept in balance; this is

done through making sure that there is coordination between those involved in ecotourism so that

nothing will be wasted.

Ecotourism is important, in terms of promoting the understanding and appreciation of the

environment and the ecosystem, which is one of its aims. Other aims of ecotourism include,

providing positive experiences for both visitors and hosts, to use the environment and the ecosystem

as a tourist attraction but in a way that will have minimal impact on the environment so as to be able

to have a sustainable natural capital.

tambol doy hang

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