Influences of destination image, place attachment and service expectation on ecotourism destination satisfaction: a case of Cambodian tourists visiting Mondulkiri

Abstract

ABSTRACT While improving tourist satisfaction is essential, attention to the factors influencing overall satisfaction with ecotourism destinations is highly important. This study aimed to model ecotourism destination satisfaction by integrating destination image, place attachment, and expectation-confirmation theory. Specifically, this research examines the effects of destination image, place identity, place dependence, service expectations, and confirmation on overall satisfaction with ecotourism destinations. A questionnaire was administered to domestic tourists visiting Mondulkiri, Cambodia. Structural equation modeling was employed to measure direct relationships, while the Sobel test was used to measure indirect effects through mediators. The findings showed that place dependence and service expectations influenced overall satisfaction and mediated the relationship between destination image and satisfaction. The findings of the research have implications for developing sustainable ecotourism destination satisfaction management.