Ecotourism development in Thailand: Community participation leads to the value of attractions using linguistic preferences

Abstract

Abstract Ecotourism is defined as environmentally responsible travel to natural places and thus has become a tool for environmental conservation. Ecotourism potential must be assessed before ecotourism development to understand the local people and resources. However, this assessment is always based on qualitative information, although ecotourism development has interrelated attributes. Fuzzy set theory addresses linguistic preferences, and the decision-making trial and evaluation laboratory (DEMATEL) method addresses the interrelationships among attributes. Hence, this study proposes using fuzzy set theory and DEMATEL together to identify ecotourism potential. First, a set of ecotourism attributes must be proposed, and this study proposes five: the value of the attraction, facility management, environmental concerns, ecotourism activities, and community participation. Then, 21 criteria are used to measure ecotourism development in practice. The results indicate that community participation is the causal attribute influencing ecotourism potential and local community support for conservation activities. Cleanliness management; facility management with conservation and the protection of the environment; ecosystem activities based on the natural resources of attraction areas; and collaboration among stakeholders, the government, and local communities to manage ecotourism development influences in ecotourism practices. In addition, the study provides theoretical and managerial implications to guide ecotourism potential.