http://rwe.sciedupress.com Research in World Economy Vol. 11, No. 5; Special Issue, 2020 Published by Sciedu Press 481 ISSN 1923-3981 E-ISSN 1923-399X Effect of Knowledge Sharing and Digital Management to Performance on Ecotourism in Ranong Province, Thailand Witthaya Mekhum 1 & Chonmapat Torasa 1 1 Faculty of Industrial Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand Correspondence: Chonmapat Torasa, Suan Sunandha Rajabhat University, Bangkok, Thailand. E-mail: chonmapat.to@ssru.ac.th Received: July 17, 2020 Accepted: September 4, 2020 Online Published: September 28, 2020 doi:10.5430/rwe.v11n5p481 URL: https://doi.org/10.5430/rwe.v11n5p481 Abstract Ecotourism is the combination of ecosystem and tourism. Ecosystem tourism includes travel to destinations where flora, fauna, and cultural heritage are the primary attractions. Present study wants to establish the link between knowledge sharing, information and communication technology (ICT) and ecotourism performance with mediation of tourist attraction and digital management system among employees of ecotourism provider companies in Ranong province of Thailand. Data is collected through questionnaire survey method and via dropdown technique. Partial Least Square (PLS) is used in this study for data analysis. Results indicate that knowledge sharing related to ecotourism and ICT has positive significant impact on ecotourism performance and on tourist attraction and digital management system respectively. Tourist attraction has positive significant impact on ecotourism performance but not mediate the relation. Digital management system mediates the relation and also has the positive significant impact on ecotourism performance. Practitioners should focus on knowledge sharing variable, ICT and digital management system for increasing the ecotourism performance among ecotourism provider companies in Ranong province of Thailand. Keywords: knowledge sharing, ecotourism, tourist attraction, information and communication technology, digital management, ecotourism performance 1. Introduction Ecotourism simple meaning is tour towards ecosystem (Tseng, Lin, Lin, Wu, & Sriphon, 2019). It means that visit those places which are loaded with natural beauties, natural areas and fragile areas. Ecotourism usually includes travel to termini where flora, fauna, and cultural heritage are the main attractions. Ecotourism is intended to offer tourists an insight into the impact of human beings on the environment and to foster a greater appreciation of natural habitats. It usually done for conserving the environment, natural areas and for the well-being of local peoples. Purpose of ecotourism is to educate the visitors about the ecosystem, natural environment, gather funds for the economic development and for the development of local people who have these types of ecotourism areas. Main purpose of this ecotourism is to tell foreigners about the cultural heritage and teach them how to respect natural heritage of different cultures and also respect other human beings (Cheng, Wong, Wearing, & McDonald, 2017). Ecotourism is growing industry in Thailand. Ecotourism is the interactive relationship between ecology, tourism and the economy of Thailand. In present study ecotourism is studied in Ranong province of Thailand. Sustainability of any state is depending on the close integration of economic development, societal development, it’s not just the appreciation of physical thing like ecology or ecosystem. It leads towards the deep understanding of benefits of ecotourism for development of any nation (Hausmann, Slotow, Fraser, & Di Minin, 2017).