Author

  • Muhammad Zulhilmi Zulkurnain

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia
    • Malaysia

  • Nor Asmalina Mohd Anuar

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia
    • Malaysia

  • Zuliah Abd Hamid

    • Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia
    • Malaysia

  • Khairul Mohd Azemi

    • Tourism and Hospitality Department, Politeknik Hulu Terengganu, Terengganu, Malaysia
    • Malaysia

  • Ratna Mulyany

    • Faculty of Economics & Business, Universitas Syiah Kuala, Banda Aceh, Indonesia
    • Indonesia

Abstract

Nature-based tourism has gained significant popularity, prompting the tourism industry and local authorities to transform natural areas into major attractions. This type of tourism encompasses eco-tourism, conservation efforts, adventure activities, and island tourism, which aim to balance environmental, social, and economic development. Social media plays a vital role in promoting these destinations, as tourist often share their experiences and generate electronic word-of-mouth (eWOM) through posts, comments, blogs, and travel journals. Despite its importance, there is limited research on how the perceived value of nature-based tourism impacts tourist satisfaction and their intention to recommend via eWOM through social media, particularly in Pangkor Island. This study employs a quantitative approach, analyzing 160 survey responses using Structural Equation Modeling (SEM) with SmartPLS software. Results reveal that emotional and social value significantly influence both tourist satisfaction and the intention to recommend Pangkor Island through social media. Furthermore, tourist satisfaction mediates this relationship. However, perceived quality and price do not play a notable role in determining satisfaction or intention to recommend through social media. These findings provide useful insights for the tourism industry, aiding destination management in developing strategies to enhance and preserve Pangkor Island’s appeal as a tourist destination.

Keywords

References

  • Abuamoud, I., Ibrahim, A., & Alrousan, R. M. (2018). Measuring tourists’ satisfaction and loyalty: A perception approach. Quality Management Journal, 25(2), 101–107. https://doi.org/10.1080/10686967.2018 .1436352
  • Ahn, J., Choi, E. H., & Joung, H. (2020). Does Gender Moderate the Relationship among Festival Attendees’ Motivation, Perceived Value, Visitor Satisfaction, and Electronic Word-of-Mouth? Information, 11(9), 412. https://doi.org/10.33 90/info11090412
  • Albattat, A., & Shareeza, N. F. (2023). Local Resident Influence on Medical Tourism Experience in Klang Valley. Central Asian Journal of Innovations on Tourism Management and Finance, 4(4), 31–42. https://doi. org/10.17605/OSF.IO/MS4 VP
  • Alegre, J., & Garau, J. (2010). Tourist Satisfaction and Dissatisfaction. Annals of Tourism Research, 37(1), 52–73. https://doi.org/10.1016/j.annals.2009.07.001
  • Alisa, F., & Ridho, Z. (2020). Sustainable Cultural Tourism Development: A Strategic for Revenue Generation in Local Communities. Journal of Economic and Tropical Life Science. https://doi.org/10.21428/ e61c265e.f512dbd8
  • Ariffin, R. N. R., & Zahari, R. K. (2013). Perceptions of the Urban Walking Environments. Procedia - Social and Behavioral Sciences, 105, 589–597. https://doi.org/10.1016/j.sbspro.2013.11.062
  • Ban, J., Kim, H. J., Sheehan, B., & Prideaux, B. (2021). How service quality and perceived value affect behavioral intentions of ecolodge guests: The moderating effect of prior visit. Journal of Vacation Marketing, 28(2), 244–257. https://doi.org/10.1177/13567667211042641
  • Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. doi: 10.1037/0022-3514.51.6.1173
  • Bihamta, H., Jayashree, S., Rezaei, S., Okumus, F., & Rahimi, R. (2017). Dual pillars of hotel restaurant food quality satisfaction and brand loyalty. British Food Journal, 119(12), 2597–2609.https:// doi.org/10.1108/BFJ-07-2016-0344
  • Caber, M., Albayrak, T., & Crawford, D. W. (2020). Perceived value and its impact on travel outcomes in youth tourism. Journal of Outdoor Recreation and Tourism, 31, 100327. https://doi.org/10.1016 /j.jort.2020.100327
  • Cacioppo, J. T., & Petty, R. E. (1979). Effects of message repetition and position on cognitive response, recall, and persuasion. Journal of Personality and Social Psychology, 37(1), 97–109. https://doi.org/ 10.1037/0022-3514.37.1.97
  • Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149–162. https://doi.org/10.1016/j.jretco nser.2017.10 .002
  • Carvache-Franco, M., Segarra-Oña, M., & Carrascosa-López, C. (2019). Segmentation and motivations in eco-tourism: The case of a coastal national park. Ocean & Coastal Management, 178, 104812. https://doi.org/10.1016/j. ocecoaman.2019.05.014
  • Chan, W. X., Ibrahim, W. a. W., Lo, M., Mohamad, A. A., Ramayah, T., & Chin, C. (2021). Controllable drivers that influence tourists’ satisfaction and revisit intention to Semenggoh Nature Reserve: the moderating impact of destination image. Journal of Ecotourism, 1–19. https://doi.org/10.1080/14724049.2021. 1925288
  • Chen, C., & Chen, F. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009. 02.008
  • Chopra, I. P., Lim, W. M., & Jain, T. (2022). Electronic word of mouth on social networking sites: What inspires travelers to engage in opinion seeking, opinion passing, and opinion giving? Tourism Recreation Research, 1–14. https://doi.org/10.1080/02508281.2022.2088007
  • Creswell, J. W. (2003). A framework for design. Research design: Qualitative, quantitative, and mixed methods approach, 9-11.
  • Dedeo?lu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumus, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33–56. https://doi.org/10.1177/1356766719858644
  • Faul, F., Erdfelder, E., Buchner, A., & Lang, A. G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160. https://doi.org/ 10.3758/brm.41.4.1149
  • Gannon, M., Taheri, B., & Olya, H. (2019). Festival quality, self-connection, and bragging. Annals of Tourism Research, 76, 239–252. https://doi.org/ 10.1016/ j.annals.2019.04.014
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203
  • Hanafiah, M. H., Azman, I., Jamaluddin, M. R., & Aminuddin, N. (2016). Responsible Tourism Practices and Quality of Life: Perspective of Langkawi Island communities. Procedia: Social & Behavioral Sciences, 222, 406–413. https://doi.org/10.1016/j.sbspro.2016.05.194
  • Hashemi, S., Mohammed, H. J., Singh, K. S. D., Abbasi, G. A., & Shahreki, J. (2023). Exploring the effects of place attachment and positive emotions on place satisfaction and intentional behaviour in Iranian ski resort: a perspective from S-O-R model. Journal of Sport & Tourism, 1–26. https://doi.org/10.1080 /14775085.2023.2186929
  • Hosany, S., & Gilbert, D. (2009). Measuring Tourists’ Emotional Experiences toward Hedonic Holiday Destinations. Journal of Travel Research, 49(4), 513–526. https://doi.org/10.1177/00472875093492 67
  • Huang, X., Dai, S., & Xu, H. (2020). Predicting tourists’ health risk preventative behaviour and travelling satisfaction in Tibet: Combining the theory of planned behaviour and health belief model. Tourism Management Perspectives, 33, 100589. https://doi.org/10.1016/j.tmp.2019.100589
  • Huang, Y. M., Lou, S. J., Huang, T. C., & Jeng, Y. L. (2019). Middle-aged adults’ attitudes toward health app usage: a comparison with the cognitive-affective-conative model. Universal Access in the Information Society, 18(4), 927–938. https://doi.org/10.1007/s10209-018-0621-9
  • Kadir, B., & Shamsudin, M. F. (2019). A case study analysis of typhidot: An example of market-oriented R & D commercialization in Malaysia. International Journal of Financial Research, 10(5), 75–81. https://doi.org/10.5430/ijfr.v10n 5p75
  • Kakirala, A. K., & SINGH, D. P. (2020). The Mediating Role of Social Media in Tourism: An eWOM Approach. The Journal of Asian Finance, Economics and Business, 7(11), 381–391. https://doi.org/ 10.13106/jafeb. 2020.vol7.no11. 381
  • Karjaluoto, H., Shaikh, A. A., Saarijärvi, H., & Saraniemi, S. (2019). How perceived value drives the use of mobile financial services apps. International Journal of Information Management, 47 (September2017), 252–261. https://doi.org/10. 1016/j.ijinfomgt.2018.08.014
  • Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2),220–244. https://doi.org/10.1108 /IJTC-09-2017-0044
  • Kim, K. H., & Park, D. B. (2017). Relationships Among Perceived Value, Satisfaction, and Loyalty: Community-Based Ecotourism in Korea. Journal of Travel & Tourism Marketing, 34(2), 171–191. https://doi.org/10.1080/105484 08.2016. 1156609
  • Kim, S., Ham, S., Moon, H., Chua, B. L., & Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169–177. https://doi.org/10.1016/j.ijhm.2018.06.026
  • Kopalle, P. K., Gangwar, M., Kaplan, A. M., Ramachandran, D., Reinartz, W., & Rindfleisch, A. (2021). Examining artificial intelligence (AI) technologies in marketing via a global lens: Current trends and future research opportunities. International Journal of Research in Marketing, 39(2), 522–540. https://doi. org/10.1016/j.ijresmar.2021.11.002
  • Kumar, N., Pallavi, K., & Hanji, B. R. (2022). Personalized Travel Recommendation System Using Average Cumulative Rating Matrix Factorization Technique: Concept and Framework. Vietnam Journal of Computer Science, 1–37. https://doi.org/10.1142/s2196888822500361
  • Lacarcel, F. J., & Huete, R. (2023). Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: a review. International Entrepreneurship and Management Journal. https://doi.org/10.1007/s11365-023-00843-8
  • Lee, B., Lee, C., & Lee, J. (2013). Dynamic nature of destination image and influence of tourist overall satisfaction on image modification. Journal of Travel Research, 53(2), 239–251. https://doi.org/10.1177/0047287 513496466
  • Lee, D., Kim, H. S., & Kim, J. K. (2012). The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach. Computers in Human Behavior, 28(3), 1054–1062. https://doi.org/10.1016/ j.chb.2012.01.009
  • Lee, H., Hwang, H., & Shim, C. (2019). Experiential festival attributes, perceived value, satisfaction, and behavioral intention for Korean festivalgoers. Tourism and Hospitality Research, 19(2), 199–212. https://doi.org/10.1177/1467358 417738308
  • Lee, S., Illia, A., & Lawson?Body, A. (2011). Perceived price fairness of dynamic pricing. Industrial Management + Data Systems/Industrial Management & Data Systems, 111(4), 531–550. https://doi.org/10.1108/ 02635571111133533
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2018). A retrospective view of electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(1), 313–325. https://doi.org/10.1108/ijchm-08-2016-0461
  • Luc, P. T. (2023). Customer participation, positive electronic word-of-mouth intention and repurchase intention: The mediation effect of online brand community trust. Journal of Marketing Communications, 1–18. https://doi.org/10.1080/ 13527266.2023.2177709
  • Mahdzar, M., Saiful Raznan, A. M., Ahmad Jasmin, N., & Abdul Aziz, N. A. (2020). Exploring Relationships between Experience Economy and Satisfaction of Visitors in Rural Tourism Destination. Journal of International Business, Economics and Entrepreneurship, 5(1), 69. https://doi.org/10.24191/jibe. v5i1. 14294
  • Marques, C., Da Silva, R. V., & Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations? Tourism Management, 85, 104293. https://doi.org/10.1016/ j.tourman.2021.104293
  • Metin, T.C., (2019), Chapter 7. Nature-Based Tourism, Nature Based Tourism Destinations’ Attributes And Nature Based Tourists’ Motivations, in: Onur Çak?r (ed.), Travel Motivations: A Systematic Analysis of Travel Motivations in Different Tourism Context, Lambert Academic Publishing, pp. 174-200.
  • Miao, M., Jalees, T., Zaman, S. M. A., Khan, S., Hanif, N., & Javed, M. S. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206. https://doi.org/10. 1108/apjml-03-2021-0221
  • Pandey, A., & Sahu, R. (2020). Modeling the relationship between service quality, destination attachment and eWOM intention in heritage tourism. International Journal of Tourism Cities, 6(4), 769–784. https://doi.org/10.1108/ijtc-08-2019-0125
  • Patra, A. K., Asghar, A., Chaudhary, P., & Ravi, K. S. (2022). Integration of innovative educational technologies in anatomy teaching: new normal in anatomy education. Surgical and Radiologic Anatomy, 44(1), 25–32. https://doi.org/10.1007/s00276-021-02868-6
  • Paulose, D., & Shakeel, A. (2021). Perceived Experience, Perceived Value and Customer Satisfaction as Antecedents to Loyalty among Hotel Guests. Journal of Quality Assurance in Hospitality & Tourism, 23(2), 447–481. https://doi.org /10.1080/1528008x.2021.1884930
  • Pourkarim, M. R., Nayebzadeh, S., Alavian, S. M., & Hataminasab, S. H. (2022). Digital Marketing: A Unique Multidisciplinary Approach towards the Elimination of Viral Hepatitis. Pathogens, 11(6), 626. https://doi.org/10.3390/pathogens11060626
  • Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54. https://doi.org/10.1177/0047287515620567
  • Putri, N. S. V. (2022). The Impact of Electronic Word of Mouth (EWOM) Using Influencers on Brand Awareness and Purchase Intention. Coverage: Journal of Strategic Communication, 13(1), 11–25. https://doi.org/ 10.35814/coverage.v1 3i1.3913
  • Rasoolimanesh, S. M., Iranmanesh, M., Amin, M., Hussain, K., Jaafar, M., & Ataeishad, H. (2020). Are functional, emotional and social values interrelated? A study of traditional guesthouses in Iran. International Journal of Contemporary Hospitality Management, 32(9), 2857–2880. https://doi.org /10.1108/ijchm-03-2020-0193
  • Ryu, K., Lee, H., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10. 1108/09596111211206141
  • Sabiote Ortiz, C. M., Frías-Jamilena, D. M., & Castañeda García, J. A. (2016). Overall perceived value of a tourism service: Analysing the spillover effect between electronic channel and consumption of the hotel service. Tourism and Hospitality Research, 17(2), 217–227. https://doi.org/10.1177/14673584 15613410
  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: the case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106–123. https://doi.org/10.1108/ijcthr-06-2017-0067
  • Satriawan, K. A., & Setiawan, P. Y. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. International Research Journal of Management, IT and Social Sciences. https://doi.org/ 10.21744/irjmis.v7n3.887
  • Seraji, F., Malmir, R., Kasani, H. A., & Abedi, H. (2023). Teacher-generated content in social media: Studying the experience of Iranian teachers. Teaching and Teacher Education, 121, 103955. https://doi.org/10. 1016/j.tate.2022.103955
  • Servidio, R., & Ruffolo, I. (2016). Exploring the relationship between emotions and memorable tourism experiences through narratives. Tourism Management Perspectives, 20, 151–160. https://doi.org/ 10.1016/j.tmp.2016.07.010
  • Shaikh, A. A., Karjaluoto, H., & Häkkinen, J. (2018). Understanding moderating effects in increasing share-of-wallet and word-of-mouth: A case study of Lidl grocery retailer. Journal of Retailing and Consumer Services, 44, 45–53. https://doi.org/10.1016/j.jretconser.2018.05.009
  • Shamsudin, M. F., Shabi, K. S., & Salem, M. A. (2018). Role of perceived credibility towards intention to use of m-commerce. Opcion, 34(Special Issue 16), 276– 284.
  • Souza, L. H., Kastenholz, E., De Lourdes De Azevedo Barbosa, M., & Carvalho, M. T. (2019). Tourist experience, perceived authenticity, place attachment and loyalty when staying in a peer-to-peer accommodation. International Journal of Tourism Cities, 6(1), 27–52. https://doi.org/10.1108/ijtc-03-2019-0042
  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/s0022-4359(01)00041-0
  • Tung, V. W. S., Cheung, C., & Law, R. (2018). Does the Listener Matter? The Effects of Capitalization on Storytellers’ Evaluations of Travel Memories. Journal of Travel Research, 57(8), 1133–1145. https://doi.org/10.1177/004728751772 9759
  • Tung, V. W. S., Lin, P., Qiu Zhang, H., & Zhao, A. (2017). A framework of memory management and tourism experiences. Journal of Travel & Tourism Marketing, 34(7), 853–866. https://doi.org /10.1080/10548408.2016.1260521
  • Valduga, M.C., Breda, Z. and Costa, C.M. (2019) ‘Perceptions of blended destination image: the case of Rio de Janeiro and Brazil.’, Journal of Hospitality and Tourism Insights, 3(2), 75-93, doi: 10.1108/JHTI-03-2019-0052.
  • Valle, P. O. D., Da Silva, J. S., Mendes, J., & Guerreiro, M. (2006). Tourist satisfaction and destination loyalty intention: A structural and categorical analysis. International Journal of Business, 1(1), 25–44. http://business-and-management.org/library/2006/1_1--25-44
  • Wang, C.-Y., & Hsu, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829–843. doi: 10.1080/10548408. 2010.527249
  • Widjaja, D. C., Jokom, R., Kristanti, M., & Wijaya, S. (2020). Tourist behavioural intentions towards gastronomy destination: evidence from international tourists in Indonesia. Anatolia an International Journal of Tourism and Hospitality, 31(3), 376–392. https://doi.org/10.1080/13032917.2020.1732433
  • Winter, P. L., Selin, S., Cerveny, L., & Bricker, K. (2019). Outdoor Recreation, Nature-Based Tourism, and Sustainability. Sustainability, 12(1), 81. https:// doi.org/10.3390/su12010081
  • Xu, Z., Zhang, H., Zhang, C., Xu, M., & Dong, N. (2019). Exploring the role of emotion in the relationship between museum image and tourists’ behavioral intention: the case of three museums in Xi’an. Sustainability, 11(3), 559. https://doi.org/10.3390/su11030559
  • Yuan, Y., & MacKinnon, D. P. (2009). Bayesian mediation analysis. Psychological Methods, 14(4), 301–322. https://doi.org/10.1037/a0016972
  • Zainuddin, Z., Zahari, M. S. M., Radzi, S. M., Hanafiah, M. H. M., & Ishak, N. (2018). Tourism images and the international tourist’s response behaviour: A case of Langkawi Island, Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(16), 60-82. http://dx.doi.org /10.6007/ IJARBSS/v8-i16/5118oagye-Da-Costa, D. P. (2012). Internet Quality in Southern Ghana for Businesses Vendor: Viope Solutions Oy. Bachelor Thesis. Leppävaara, Finland: Laurea University of Applied Sciences.

Downloads

No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.

How to Cite

Zulkurnain, M. Z., Mohd Anuar, N. A., Abd Hamid, Z., Mohd Azemi, K., & Mulyany, R. (2025). Nature’s Value: Unveiling How Perceived Value Drives Tourist Satisfaction and Social Media Recommendations. Information Management and Business Review, 17(3(I)S), 295-307. https://doi.org/10.22610/imbr.v17i3(I)S.4507

Share this article

License

Copyright (c) 2025 Muhammad Zulhilmi Zulkurnain, Nor Asmalina Mohd Anuar, Zuliah Abd Hamid, Khairul Mohd Azemi, Ratna Mulyany (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team  edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.

Keywords

Section

Research Paper

Published in

Vol. 17 No. 3(I)S (2025) Digital Leadership, AI-Assisted Learning & Inclusive Workforce View issue contents

Published

2025-10-14

Submissions

Have research to publish? Information Management and Business Review welcomes submissions.

Make a Submission