The document discusses the emergence and development of ecotourism in Phuket, Thailand. It notes that ecotourism in Phuket emerged later than mass tourism, contradicting ideas that ecotourism naturally precedes other forms of tourism. It highlights two pioneering ecotourism companies, Sea Canoe and Siam Safari, and discusses how they educate tourists and promote sustainability. The document also examines the spatial connections between ecotourism sites and mass tourism areas, noting that ecotourism companies rely on the clientele and infrastructure of mass tourism to survive financially. Ecotourism operators must stage authentic natural experiences to distance their offerings from the influences of mass tourism spatially and perceptually.