An Analysis of Dark Green Ecotourist Demand Using Value Proposition Canvas

Abstract

The 12^th National Economic and Social Development Plan and the 2^nd National Tourism Development Plan explicitly address issues relating to Thailand tourism development and sustainability including high-quality tourist increment, natural resource recovery, and retaining tourism balance through niche marketing. To complete such goals, many countries adopt ecotourism as a tool to improve and sustain natural resources, whereas ecotourism development in Thailand is still constrained. This is due to a lack of scholarly attention on ecotourist demand studies, especially the dark green ecotourist, the segment contributing most to environmental conservation. This significantly leads to an imbalance and disparity between tourism products and market needs. Therefore, this article aims to review the behaviors of dark green ecotourist using Value Proposition Canvas (VPC) framework. The findings are potentially relevant to key stakeholders, i.e. the government as the policymaker and tourism entrepreneurs to offer the right proposition of tourism products and services. In addition, the study results could be used for tourism development and sustainability policies to strengthen the balance between destinations and dark green ecotourists.