Nature’s Value: Unveiling How Perceive Value Drives Tourist Satisfaction and Social Media Recommendations

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 vie eWOM through social media, particularly in Pangkor Island. This study employs a quantitative approach, analyzing 160 survey responses using SPS and PLS-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.