Impact of Modified Perceived Value on Ecotourists’ Satisfaction at National Park: An Empirical Assessment Using PLS-SEM and IPMA

Abstract

Ecotourism in nature-based surroundings provides positive and valuable experiences and contributes to enhancing lives. Despite the availability of a considerable amount of prior research examining perceived value, still there is a lack of empirical studies examining the experiential nature exposure value at protected areas such as national parks. This study introduced the modified perceived value (Eco-PERV) measurement scale. A conceptual model was formulated and empirically tested to examine how domestic ecotourist perceived values (functional, economic, novelty and health and wellbeing) impact their satisfaction. One hundred fifty valid responses of domestic ecotourists were analysed using SmartPLS 3.2.8 software. Partial least square-structural equation modelling (PLS-SEM) and important-performance map analysis (IPMA) were used to test the model. Findings from SEM analysis revealed that health and wellbeing and economic value, has significant impact on domestic ecotourist satisfaction. Further, the IPMA shows that health and wellbeing are the most important and high-performance values. Thus, this study proved the innovative concept of the national parks as a catalyst resource in terms of fostering health and wellbeing more than just merely existing roles. This study also provides insight into the experiential nature of national parks and offered significant practical implications to the stakeholders.