The Development of a Green Tourism Model in Satun UNESCO Global Geopark

Abstract

This research aims to 1) analyze the qualitative potential of tourist attractions in the Satun UNESCO Global Geopark; 2) study tourist behaviors and satisfaction regarding green tourism in the area; 3) assess tourists’ willingness to pay (WTP) for green tourism activities; and 4) propose a model for green tourism development that promotes sustainability and community participation in alignment with the Sustainable Development Goals (SDGs). A mixed-methods approach was employed, combining quantitative data collection through questionnaires and qualitative data from in-depth interviews and focus group discussions. The study involved 400 participants from three target groups: 200 tourists, 120 local tourism operators and relevant agencies, and 80 experts in green tourism management. The findings reveal that 1) Satun UNESCO Global Geopark possesses high potential for developing green tourism consistent with UNESCO guidelines and the SDGs, with an emphasis on community participation, environmental conservation, and local economic development in an integrated manner. 2) The multiple regression analysis showed that the model explained 62.4% of the variance in the dependent variable (R² = 0.624), which is considered a high predictive power based on Cohen's (1988) criteria. 3) The study suggests implementing a Green Fee of 150–200 baht per activity, based on tourists’ average WTP for green tourism activities in the Geopark. 4) The proposed green tourism model emphasizes a combination of nature-based conservation activities and local economic development through eco-tour packages offering immersive experiences, such as geological learning trips, community-based activities, and ecological education.