AN EXPLORATORY STUDY ON THE ECOTOURISM SMALL BUSINESS IN MUKIM PANTAI, SEREMBAN, NEGERI SEMBILAN

Ecotourism is a form of tourism involving visiting fragile, pristine, and relatively undisturbed natural areas, intended as a low-impact and often small scale alternative to standard commercial mass tourism. It means responsible travel to natural areas conserving the environment and improving the well-being of the local people. The purpose of the study is to explore the effects of emerging ecotourism small business through elements or variables such as social-culture effects, economic effects and environment effects. Qualitative method was used in this research by using semistructured interviews. The result of this research has shown that the above-mentioned elements have significantly influenced the future sustainable tourism development of such tourism product in the study area.