The role of place attachment in the relationship between ecotourism motivation, nature-based destination image, and ecotourism intention: A case study of South Cat Tien National Park, Vietnam

Abstract

This study examines the role of place attachment in the relationship between eco-motivation, nature-based destination, and ecotourism intention, focusing on South Cat Tien National Park as a case study. The research utilized a survey questionnaire to collect data from Vietnamese visitors to the park, and the results were analyzed using structural equation modeling. The relationships between ecotourism motivation, nature-based destination image, place attachment, and ecotourism intention are investigated. Moreover, place attachment mediated the relationships between ecotourism motivation and ecotourism intention and between nature-based destination image and ecotourism intention. These findings contribute to the theory of place attachment by providing empirical evidence of its mediating role in the context of ecotourism. The study underscores the importance of visitors' emotional and cognitive connections with nature-based destinations in shaping their ecotourism intentions. The findings suggest that fostering place attachment among visitors can enhance their motivation and intention to engage in ecotourism activities. This study's insights have implications for destination management organizations and policymakers in developing strategies that promote sustainable tourism practices while preserving the natural environment.