Destination image, perceived value, satisfaction and quality of life: domestic ecotourist perspective on Kuala Tahan National Park / Mohammad Ridhwan Nordin

In the pre-Covid-19 era, tourism was one of the burgeoning and fastest-growing economic sectors globally. Thus, contributing to the economic progress of developing countries such as Malaysia, with one of the flourishing sub-sectors of tourism, ecotourism. It is believed that ecotourism in nature-based surroundings provides positive and valuable experiences and enhances lives, precisely the quality of life. However, the recent pandemic has affected the previous progress and the future ecotourism trend, especially on the ecotourist future behaviour in protected areas such as National Park. One of Malaysia’s most famous National Parks statistically reported on declining ecotourist arrival before and during the recent pandemic was Kuala Tahan National Park (KTNP). Hence, this study aims to analyse the current perception and the interrelationship between destination image, perceived value, satisfaction, and quality of life of domestic ecotourists at the KTNP. This study introduced new dimensions: pandemic environment image in the destination image construct and health and wellbeing value in the perceived value construct. Both dimensions have not previously been employed in any prior research. Therefore, the structural relationship was explored by examining the integrated framework of the Expectancy-Disconfirmation Theory (EDT) and Bottom-up Spill Over theoretical model, as reflected in the literature review. One hundred fifty valid responses from domestic ecotourists were analysed using SmartPLS 3.2.8 software. Partial least square-structural equation modelling (PLSSEM) and important-performance map analysis (IPMA) was used to gain more insight into the performance of each perceived value dimension. Findings from SEM analysis revealed that destination image has a highly positive relationship with perceived value but vice versa with satisfaction and quality of life. On the other hand, perceived value has a highly significant relationship with satisfaction. Thus, satisfaction also plays a significant relationship in quality of life.