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The paper analyzed the current situation of eco-adventure tourism and the awareness of rafting standard from the views of white water rafting tour operators in order to recommend the proper guidelines for the service standard improvement on the basis of sustainable tourism management. The study employed the cross-sectional approach and the census study by using semi-structure interview to collect the data from eight white water rafting tour operators. The study results revealed that the current situation of tourism management at the village is crowded and the growth rate is increasing every year with the total number of tourists in average at 420-2000 people per day during the high season. At present, eight companies have legally registered the tourism business license. The awareness of rafting standard among tour operators is low and most of them do not practice such regulations. Hence, the government sector should establish the measures to control and enforce the tour operators to implement the rafting standard in their operation and should efficiently monitor the operation in order to overcome the impacts and increase the benefits to the attraction tourists, environment and enterprises.
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