Antecedents of Destination Image in Natural Protected Area: The Moderating Role of Perceived Value

This study investigates the influence of local communities' attitude, carrying capacity, and destination attractiveness & resources on the destination image of ecotourism sites, with perceived value acting as a moderating factor. Data were collected from 146 tourists who visited Bako National Park in Sarawak, Malaysia. The research employed WarpPLS 6.0 to analyze the relationships among the variables. The results indicate that local communities' attitude, carrying capacity, and destination attractiveness & resources significantly impact the destination image. Perceived value was found to moderate the relationship between destination attractiveness & resources and destination image, underscoring its importance in shaping tourist perceptions. These findings provide valuable insights for ecotourism managers and policymakers aiming to enhance the image and competitiveness of natural tourism destinations.