The Malaysian government wants to develop ecotourism because can give income to the country through tourist spending and foreign exchange. Market sustainability governance influence the management of ecotourism center must be known so that any problems that arise can be resolved quickly and effectively. Definition of governance is very wide depends on its topic and help the government to carry out its duties. The problem is not known whether the market sustainability governance affect the ecotourism management in Paya Indah Wetlands (PIW). Therefore the objective of the study is to identify and analyze the themes of market sustainability governance which affect the ecotourism management in PIW. Methodology of this qualitative study is by analyzing 12 documents include acts, regulations, SOP and guidelines on ecotourism in Malaysia. Data obtained later analyzed using NVivo 11 software. Finding of this study is market sustainability governance affects ecotourism management in PIW based on efficiency through competition, incentives in the form of encouragement and applications through a bottom-up approach. As conclusion, although each themes were found in the market sustainable governance in the management of ecotourism in PIW but every identified themes that are efficiency, incentives and application is found cannot stand on its own but needs the help of other themes that develop complex interdependence.
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