Nature's Embrace: Enhancing Quality of Life through Ecotourism in Kuala Tahan National Park in the Post-Pandemic Era

Objectives: This study aims to determine the interrelationships between destination image, perceived value, satisfaction, and the quality of life (QoL) of domestic ecotourists at Kuala Tahan National Park (KTNP) and the mediating effect of perceived value and satisfaction. Methods: A quantitative method is used to uncover significant insights, including surveys analysed via SmartPLS statistical software. Results: The finding indicates that health and well-being are essential in enhancing QoL in ecotourists. At the same time, social value appears less relevant due to the pandemic's influence on consumption patterns and travel behaviour. This study's originality lies in extending the existing QoL model within the ecotourism domain, introducing novel dimensions to destination image and perceived value variables informed by expectancy-disconfirmation and bottom-up spillover theories. Conclusions: The findings highlight the transformative potential of ecotourism activities in improving ecotourists' well-being, offering a comprehensive model that distinguishes each variable's unique contributions and effects. This research enriches the academic discourse on ecotourism's impact on QoL and provides practical insights for stakeholders aiming to leverage ecotourism to improve well-being in the post-pandemic era.