Developing the Ecotourism Management Criteria and Indicators (EMC&I) can lead to greater understanding of ecotourism (Hollenhorst 1994). The EMC&I are useful tools for improving the quality of ecotourism and for assessing sustainability of the ecotourism management (Abidin 1999). While many ecotourism destinations in the world have their own EMC&I, no such case is reported so far in Vietnam. Besides, the term 'ecotourism' seems to be misused and not fully understood nationwide (Lam 2004). The main findings of this study are that (1) Bach Ma ecotourism is a seasonal, daily and weekend visited...