摘要：This article studies the role of Thai guides in protecting marine and coastal environment against impacts from international tourism, in the Andaman Ocean, Thailand. This is a qualitative study with in-depth interviews of 26 licensed guides that were selected by using purposive and snowball sampling. Quantitative data were analyzed with descriptive statistics, and qualitative data from in-depth interviews and field notes were analyzed with qualitative data analysis. The results show that behaviors affecting marine and coastal environment mostly involve chasing and catching beautiful fish and/or marine animals (76.9%), feeding fish (73.1%), and collecting beautiful stones, rare shells, and/or coral reefs (73.1%). Guides act in the roles of educator, psychologist, entertainer, ambassador, and servant, and protect against impacts to the extent that they can. While some impacts can be avoided, others remain out of scope and control of the guides.
