Fig. 1.
Fig. 2.
In your opinion, what is your level of satisfaction with the following ecotour guide?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Language proficiency | ▯ | ▯ | ▯ | ▯ | ▯ |
| Friendliness, professionalism and enthusiasm | ▯ | ▯ | ▯ | ▯ | ▯ |
| Presentation skills | ▯ | ▯ | ▯ | ▯ | ▯ |
| Information and educational content provided | ▯ | ▯ | ▯ | ▯ | ▯ |
In your opinion, what is your level of satisfaction with the following shopping and entertainment services?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Various recreational activities | ▯ | ▯ | ▯ | ▯ | ▯ |
| Various souvenirs | ▯ | ▯ | ▯ | ▯ | ▯ |
| Staff professionalism and service quality | ▯ | ▯ | ▯ | ▯ | ▯ |
Model summary_
| Model | R | R2 | Adjusted R2 | Std. error of the estimate |
|---|---|---|---|---|
| 1 | 0.925 | 0.856 | 0.840 | 0.28414 |
Factors affecting tourist satisfaction_
| Factors | Observed variables | Encryption |
|---|---|---|
| Destination attraction | Natural and cultural attractions | SS1 |
| Convenience on travelling to location | SS2 | |
| Safety at attraction | SS3 | |
| Transport safety | TS3 | |
| Variety of cuisine options | FB3 | |
| Ecotourism services | Easy access to transport | TS1 |
| Available means of transport | TS2 | |
| Availability of food and beverage services | FB1 | |
| Standards of hygiene and quality of food services | FB2 | |
| Accommodation availability | AS1 | |
| Accommodation quality | AS2 | |
| Staff quality | Language proficiency | ES1 |
| Friendliness, professionalism and enthusiasm | ES2 | |
| Presentation skills | ES3 | |
| Information and educational content provided | EG4 | |
| Staff professionalism and service quality of food services | FB4 | |
| Staff professionalism and service quality of accommodation | AS3 | |
| Price | Entrance ticket | PS1 |
| Transport | PS2 | |
| Food and beverage | PS3 | |
| Accommodation | PS4 | |
| Entertainment and shopping | PS5 | |
| Infrastructure | Communication systems | PF2 |
| Garbage dumps | PF3 | |
| Parking areas | PF4 | |
| Public signs | PF5 | |
| Security facilities | PF6 | |
| Health facilities | PF7 | |
| Rest areas | PF8 | |
| Interpretative facilities | PF9 |
Research hypotheses_
| Order | Hypotheses |
|---|---|
| H1 | Destination attractions have a positive impact on tourist satisfaction at the PNKBNP. |
| H2 | Ecotourism services have a positive impact on tourist satisfaction at the PNKBNP. |
| H3 | Staff quality has a positive impact on tourist satisfaction at the PNKBNP. |
| H4 | Price has a positive impact on tourist satisfaction at the PNKBNP. |
| H5 | Infrastructure has a positive impact on tourist satisfaction at the PNKBNP. |
In your opinion, what is your level of satisfaction with the following public facilities?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Clean water availability | ▯ | ▯ | ▯ | ▯ | ▯ |
| Communication systems | ▯ | ▯ | ▯ | ▯ | ▯ |
| Garbage dumps | ▯ | ▯ | ▯ | ▯ | ▯ |
| Parking areas | ▯ | ▯ | ▯ | ▯ | ▯ |
| Public signs | ▯ | ▯ | ▯ | ▯ | ▯ |
| Security facilities | ▯ | ▯ | ▯ | ▯ | ▯ |
| Health facilities | ▯ | ▯ | ▯ | ▯ | ▯ |
| Rest areas | ▯ | ▯ | ▯ | ▯ | ▯ |
| Interpretative facilities | ▯ | ▯ | ▯ | ▯ | ▯ |
In your opinion, what is your level of satisfaction with the following transport services?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Easy access to transport | ▯ | ▯ | ▯ | ▯ | ▯ |
| Available means of transport | ▯ | ▯ | ▯ | ▯ | ▯ |
| Transport cost | ▯ | ▯ | ▯ | ▯ | ▯ |
| Transport safety | ▯ | ▯ | ▯ | ▯ | ▯ |
In your opinion, what is your level of satisfaction with the following sightseeing services?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Natural attractions (flora and fauna) | ▯ | ▯ | ▯ | ▯ | ▯ |
| Price of entrance tickets | ▯ | ▯ | ▯ | ▯ | ▯ |
| Convenience on travelling to locations | ▯ | ▯ | ▯ | ▯ | ▯ |
| Safety at attractions (presence of rescue teams) | ▯ | ▯ | ▯ | ▯ | ▯ |
Cronbach’s alpha coefficient for each variable_
| Independent variables | Cronbach’s alpha | No. of items |
|---|---|---|
| Sightseeing | 0.834 | 3 |
| Ecotour guide | 0.804 | 4 |
| Transport | 0.810 | 3 |
| Food and beverage | 0.734 | 4 |
| Accommodation | 0.733 | 3 |
| Price | 0.823 | 5 |
| Public facilities | 0.807 | 8 |
In your opinion, what is your level of satisfaction with the following accommodation services?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Accommodation availability (e.g. homestay, hotel, camping) | ▯ | ▯ | ▯ | ▯ | ▯ |
| Accommodation quality | ▯ | ▯ | ▯ | ▯ | ▯ |
| Staff professionalism and service quality | ▯ | ▯ | ▯ | ▯ | ▯ |
ANOVA table of regression model_
| Model | Sum of squares | df | Mean square | F | p-value | |
|---|---|---|---|---|---|---|
| 1 | Regression | 98.568 | 23 | 4.286 | 53.082 | 0.00 |
| Residual | 16.632 | 206 | 0.081 | |||
| Total | 115.200 | 229 | ||||
In your opinion, what is your level of satisfaction with the following food and beverage services?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Food and beverage availability | ▯ | ▯ | ▯ | ▯ | ▯ |
| Standards of hygiene and quality of food services | ▯ | ▯ | ▯ | ▯ | ▯ |
| Variety of cuisine options | ▯ | ▯ | ▯ | ▯ | ▯ |
| Staff professionalism and service quality | ▯ | ▯ | ▯ | ▯ | ▯ |
Independent variables of the proposed model_
| Independent variables | Observed variables | Encryption | Sources |
|---|---|---|---|
| Sightseeing | Natural and cultural attractions | SS1 | Tarlow (2014), Toker, Emir (2023), Mbira (2024), Phung et al. (2024) |
| Convenience in travelling to locations | SS2 | ||
| Safety at attractions | SS3 | ||
| Ecotour guide | Language proficiency | EG1 | Geva, Goldman (1991), Ap, Wong (2001), Huynh et al. (2024), Zhang, Fukami (2024) |
| Friendliness, professionalism and enthusiasm | EG2 | ||
| Presentation skills | EG3 | ||
| Information and educational content provided | EG4 | ||
| Transport | Easy access to transport | TS1 | Iniesta-Bonillo et al. (2016), Rohini (2024) |
| Available means of transport | TS2 | ||
| Transport safety | TS3 | ||
| Food and beverage | Availability of food and beverage services | FB1 | Björk, Kauppinen-Räisänen (2016), Stone et al. (2018), Peng, Jiang (2022) |
| Standards of hygiene and quality of food services | FB2 | ||
| Variety of cuisine options | FB3 | ||
| Staff professionalism and service quality | FB4 | ||
| Accommodation | Availability of accommodation | AS1 | Oliver (2014), Carvache-Franco et al. (2022), Sugiama et al. (2022) |
| Accommodation quality | AS2 | ||
| Staff professionalism and service quality | AS3 | ||
| Entertainment and shopping | Various recreational activities | ES1 | Hong, Saizen (2019), Cheraghzadeh et al. (2023), Shang et al. (2023) |
| Various souvenirs | ES2 | ||
| Staff professionalism and service quality | ES3 | ||
| Price | Entrance tickets | PS1 | Rivera and Croes (2010), Hau (2014), Chua et al. (2015) and Giao et al. (2021) |
| Transport | PS2 | ||
| Food and beverage | PS3 | ||
| Accommodation | PS4 | ||
| Entertainment and shopping | PS5 | ||
| Public facilities | Clean water availability | PF1 | An et al. (2024), Baloch et al. (2023), Giao et al. (2021), Mandić et al. (2018) and Luo et al. (2022) |
| Communication systems | PF2 | ||
| Garbage dumps | PF3 | ||
| Parking areas | PF4 | ||
| Public signs | PF5 | ||
| Security facilities | PF6 | ||
| Health facilities | PF7 | ||
| Rest areas | PF8 | ||
| Interpretative facilities | PF9 |
Coefficients of regression analysis_
| Hypotheses | Standardised coefficients (β) | p-value | Decision | |
|---|---|---|---|---|
| Regression constant (β0) | 0.197 | 0.003 | ||
| H1 | Destination attraction → tourist satisfaction | 0.322 | 0.000 | Supported |
| H2 | Ecotourism services → tourist satisfaction | 0.213 | 0.005 | Supported |
| H3 | Staff quality → tourist satisfaction | 0.009 | 0.000 | Supported |
| H4 | Price → tourist satisfaction | 0.076 | 0.006 | Supported |
| H5 | Infrastructure → tourist satisfaction | 0.096 | 0.027 | Supported |
Sociodemographic aspects of respondents (N = 185)_
| Demographics | Categories | N | Percentage (%) |
|---|---|---|---|
| Nationality | National | 98 | 53.0 |
| Foreign | 87 | 47.0 | |
| Gender | Male | 77 | 41.7 |
| Female | 108 | 58.3 | |
| Age (years) | 18–28 | 12 | 6.7 |
| 29–48 | 78 | 42 | |
| 49–65 | 52 | 28.2 | |
| >65 | 5 | 2.6 | |
| Education level | Primary | 3 | 1.6 |
| Secondary | 40 | 21.8 | |
| University | 115 | 61.9 | |
| Postgraduate/Master/PhD | 27 | 14.8 | |
| Professional activity | Student | 46 | 24.9 |
| Researcher/scientist | 8 | 4.1 | |
| Businessman | 16 | 8.5 | |
| Private employee | 53 | 28.5 | |
| Public employee | 26 | 14.2 | |
| Unemployed | 5 | 2.6 | |
| Retired | 4 | 2.1 | |
| Other | 15 | 8.3 |
Exploratory factor analysis_
| Factors | Observed variables | Factor loading |
|---|---|---|
| Factor 1 | SS1 | 0.772 |
| SS2 | 0.706 | |
| SS3 | 0.710 | |
| TS3 | 0.688 | |
| FB3 | 0.606 | |
| Factor 2 | TS1 | 0.784 |
| TS2 | 0.742 | |
| FB1 | 0.669 | |
| FB2 | 0.726 | |
| AS1 | 0.739 | |
| AS2 | 0.682 | |
| Factor 3 | ES1 | 0.830 |
| ES2 | 0.771 | |
| ES3 | 0.770 | |
| EG4 | 0.769 | |
| FB4 | 0.703 | |
| AS3 | 0.687 | |
| Factor 4 | PS1 | 0.706 |
| PS2 | 0.692 | |
| PS3 | 0.678 | |
| PS4 | 0.619 | |
| PS5 | 0.625 | |
| Factor 5 | PF2 | 0.620 |
| PF3 | 0.721 | |
| PF4 | 0.671 | |
| PF5 | 0.676 | |
| PF6 | 0.673 | |
| PF7 | 0.687 | |
| PF8 | 0.541 | |
| PF9 | 0.645 |
The variance inflation factor (VIF) of regression analysis_
| Model | Collinearity statistics | ||
|---|---|---|---|
| Tolerance | VIF | ||
| 1 | Destination attraction | 0.749 | 1.259 |
| Ecotourism services | 0.766 | 1.324 | |
| Staff quality | 0.730 | 1.370 | |
| Price | 0.793 | 1.421 | |
| Infrastructure | 0.750 | 1.258 | |
In your opinion, what is your level of satisfaction with the following price of services?
| Factors | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| Entrance tickets | ▯ | ▯ | ▯ | ▯ | ▯ |
| Transport | ▯ | ▯ | ▯ | ▯ | ▯ |
| Food and beverage | ▯ | ▯ | ▯ | ▯ | ▯ |
| Accommodation | ▯ | ▯ | ▯ | ▯ | ▯ |
| Entertainment and shopping | ▯ | ▯ | ▯ | ▯ | ▯ |