A QUALITATIVE EXPLORATION OF ECOTOURISM DEVELOPMENT AND SUSTAINABILITY PRACTICES IN BORDER AREAS OF THE GREATER MEKONG SUBREGION

This study aims to explore and compare the current state of tourism and its associated challenges in the border areas of the Greater Mekong Subregion (GMS) and develop comprehensive sustainable ecotourism recommendations that integrate political, environmental, socio-cultural, and economic considerations, particularly within the context of rapid tourism growth and cross-border collaboration in the GMS with a particular focus on Xishuangbanna, China, and Luang Namtha, Laos. A qualitative approach was employed, utilizing documentary research, field observations, and in-depth interviews with 40 key informants from the government, community, and private sectors. The collected data were analyzed through content analysis using the Atlas.ti program. The findings reveal that while large-scale ecotourism initiatives in Xishuangbanna have promoted the conservation of natural and cultural resources, challenges remain rega rding unequal economic distribution and the dominance of external operators. This has led to concerns about the marginalization of local communities, who often have limited decision-making power in tourism planning and development. In contrast, Luang Namtha’s community-based tourism (CBT) model has successfully engaged local residents in cultural preservation and environmental conservation, fostering a sense of ownership and empowerment among the community. This approach has not only supported sustainable livelihoods but also strengthened local identity and cultural heritage. Both regions face shared challenges in achieving sustainable tourism development amidst rapid growth, including environmental degradation, pressure on local resources, and balancing economic benefits with cultural and ecological preservation. Moreover, the need for stronger cross-border cooperation and harmonized policies has emerged as a critical factor in addressing these challenges and promoting a more integrated and resilient ecotourism framework in the GMS. Stakeholders in both regions have emphasized the importance of capacity-building programs to equip local communities with the skills necessary for effective tourism management. The role of government support and clear regulatory frameworks has also been highlighted as essential for fostering sustainable practices and mitigating negative impacts. Ecotourism marketing strategies tailored to promote authenti c cultural experiences while respecting local traditions have shown potential in attracting responsible travelers.