STRATEGIC DEVELOPMENT OF ECOTOURISM IN THE PROTECTION FOREST MANAGEMENT BOARD OF CAM LAM - CAM RANH - KHANH SON, KHANH HOA PROVINCE: AN APPROACH FROM SWOT, TOWS AND QSPM ANALYSIS

Abstract

This paper presents the results of a study on ecotourism development in the Cam Lam - Cam Ranh - Khanh Son Protection Forest Management Board in Khanh Hoa province aims to identify and evaluate priority strategies for effective and sustainable ecotourism development. The research employs methodologies including field surveys, stakeholder consultations, SWOT analysis, the development of a Quantitative Strategic Planning Matrix (QSPM). Through SWOT and QSPM analysis, internal factors (strengths, weaknesses) and external factors (opportunities, threats) were identified, leading to the formulation of appropriate development strategies. Based on QSPM analysis, nine proposed strategies were clearly differentiated by their level of attractiveness, reflecting feasibility, resource mobilization potential, alignment with local conditions. The SO1 strategy- "Developing unique ecotourism products linked to natural and cultural resources" - achieved the highest attractiveness score (2.68 points), followed by WO1 - "Upgrading ecotourism infrastructure and services" (2.65 points), SO2 - strengthening public-private partnerships to exploit the forest environment (2.41 points), and  ST1 - Master plan, develop brand positioning strategy and communication for ecotourism destinations (2.40 points). These strategies are recommended for short-term priority implementation.Medium-low-scoring strategies (1.86 - 2.34 points), such as digital transformation, community training and improving coordination mechanisms, require mid-term roadmaps, while lower-scoring strategies (< 1.5 points) - like conservation monitoring, seasonal diversification - should be integrated into long - term plans to ensure sustainable ecotourism development. The study contributes proposes directions for responsible, resource - conserving ecotourism development.