Factors affecting sustainable ecotourism in Vietnam: Mediating role of tourist satisfaction and attractive destination

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The paper aims to identify factors affecting sustainable ecotourism in Vietnam, including the mediating role of tourist satisfaction and attractive destinations. The valid quantitative data were collected from a survey of 515 domestic tourists who have traveled to ecotourism areas in 5 selected areas in Vietnam, including Ca Mau Province, Can Tho City, Ho Chi Minh City, Binh Dinh Province, and Dong Nai Province. To test research hypotheses, data were analyzed using AMOS 24.0 and structural equation modeling (SEM). Research results show that tourist satisfaction strongly affects sustainable ecotourism (β = 0.341), followed by attractive destinations (β = 0.175) and environmental awareness (β = 0.147). In contrast, tourism management policy does not affect sustainable ecotourism. Besides, tourism management policy has the strongest influence on attractive destinations (β = 0.393), followed by the natural environment (β = 0.129), culture and society (β = 0.082), but infrastructure does not affect attractive destinations. Research results also show that the strongest influential determinant of tourist satisfaction is infrastructure (β = 0.448), followed by culture and society (β = 0.180), the natural environment (β = 0.150), and tourism management policy (β = 0.136).

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    • Figure 1. Proposed research framework
    • Figure 2. Structural model after final calibration in CFA
    • Figure 3. The final structure model
    • Table 1. Demographic summary of respondents
    • Table 2. Reliability test
    • Table 3. KMO and Bartlett’s test result
    • Table 4. EFA test
    • Table 5. Discriminant validity
    • Table 6. R-Square results
    • Table 7. Direct effects
    • Table 8. Indirect effects
    • Table 9. Mediating effects
    • Table A1. Questionnaire: Items for the survey scale
    • Conceptualization
      Nguyen Phuoc Hoang
    • Funding acquisition
      Nguyen Phuoc Hoang, Phong Thi Huynh Mai
    • Methodology
      Nguyen Phuoc Hoang, Nguyen Van Tan
    • Project administration
      Nguyen Phuoc Hoang
    • Resources
      Nguyen Phuoc Hoang
    • Visualization
      Nguyen Phuoc Hoang, Phong Thi Huynh Mai, Huynh Nhut Nghia
    • Writing – original draft
      Nguyen Phuoc Hoang, Nguyen Van Tan, Phong Thi Huynh Mai, Huynh Nhut Nghia
    • Writing – review & editing
      Nguyen Phuoc Hoang, Nguyen Van Tan, Phong Thi Huynh Mai, Huynh Nhut Nghia
    • Data curation
      Nguyen Van Tan, Phong Thi Huynh Mai, Huynh Nhut Nghia
    • Formal Analysis
      Nguyen Van Tan, Phong Thi Huynh Mai, Huynh Nhut Nghia
    • Software
      Nguyen Van Tan, Huynh Nhut Nghia
    • Supervision
      Nguyen Van Tan
    • Validation
      Huynh Nhut Nghia
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Environmental Economics
Environmental Economics