Factors Affecting Ecotourism Development in Thung Nham, Ninh Binh Province

This study identifies and analyses the factors affecting ecotourism development in the Thung Nham Ecotourism Area, Ninh Binh Province, against the backdrop of a rapid recovery in provincial tourism demand and a new phase of destination investment. An explanatory case-study design is employed, combining documentary analysis, descriptive statistics based on official secondary data, and qualitative content analysis of 19 detailed public Tripadvisor reviews posted between 2024 and 2026. The integrated analytical framework comprises eight groups of factors: (i) natural resources and biodiversity; (ii) conservation capacity and environmental management; (iii) accessibility and infrastructure; (iv) service quality, interpretation and safety; (v) products, experiences and seasonality management; (vi) digital communication and destination image; (vii) community participation and benefit sharing; and (viii) governance, investment and stakeholder coordination. The findings show that karst landscapes, wetlands and the natural bird garden constitute the destination’s foundational advantages. However, the conversion of these resources into sustainable tourism value depends heavily on visitor-capacity control, noise and group-activity management, the quality of wayfinding and multilingual information, transport connectivity, the authenticity of the experience, community benefit-sharing mechanisms, and cumulative-impact monitoring of new investment. The study recommends carrying-capacity-based governance, quiet-zone zoning, small-scale birdwatching products, digital visitor-flow coordination, a conservation–economic–social indicator system, and public sustainability reporting. The findings offer practical implications for the management of Thung Nham and other ecotourism destinations located within or adjacent to heritage landscapes.