From ecotourism to e-ecotourism: Exploring digital transformations for sustainable tourism development in Songkhla Province, Thailand

Abstract

This study examines the transition from traditional ecotourism to e-ecotourism in Songkhla Province, Southern Thailand, with a focus on the role of digital technologies in advancing sustainable tourism development. Using a qualitative systematic literature review (SLR) and thematic content analysis of 21 peer-reviewed studies from Scopus and Web of Science, the study addresses three questions: the current ecotourism landscape and its digital readiness, barriers to transitioning from traditional ecotourism to e-ecotourism, and how digital technologies contribute to sustainable tourism outcomes. Findings indicate that digitalization significantly enhances destination management, visitor education, and environmental conservation. Four key barriers constraining digital transformation are identified: limited digital literacy among local operators, insufficient financial resources for infrastructure development, inadequate digital infrastructure particularly in rural areas, and traditional mindsets resistant to technological change. A comprehensive conceptual framework linking digital transformation to three sustainable tourism development dimensions, including economic growth, socio-cultural preservation, and environmental conservation is developed, positioning e-ecotourism as an integrative mechanism for achieving sustainable outcomes. The study highlights e-ecotourism as a strategically necessary direction for Songkhla’s future sustainable tourism development. Practical implications include targeted policy recommendations for government investment in digital infrastructure, comprehensive training programs for local operators and community members, and collaborative stakeholder engagement strategies designed to enable effective technology adoption while preserving community values and environmental integrity.