Tourist perceptions and service design for sustainable community forests

Abstract

This study investigates tourist perceptions and service design at Suan Pa Ket Nom Klao, a peri-urban community forest in Samut Prakan, Thailand. The research aims to enhance visitor experiences while promoting sustainable tourism, inclusive access to green spaces, and responsible consumption. Guided by User Experience (UX) theory, the Tourist Experience Model, and the Triple Bottom Line (TBL) framework, the study adopts a multidimensional approach to ecotourism development. Three key objectives were pursued: (1) to evaluate visitors’ perception and activity categorization, (2) to examine relationships among tourist experience dimensions, and (3) to compare three thematic models—ecology, culture and art, and wellness—based on visitor preferences. Following the implementation of low-impact tourism interventions, including forest walkways, stingless bee displays, and eco-friendly souvenir services, a cross-sectional survey was conducted with 128 visitors. Findings reveal that visitors reported higher satisfaction with wellness and cultural activities than with ecological ones. Learning opportunities and perceived service quality were strongly linked to overall satisfaction. Although ecological activities were appreciated, they require improved interactive engagement and more diverse souvenir offerings. The resulting integrated framework offers a practical guide for aligning service design with ecological stewardship, cultural enrichment, and economic sustainability.