From experience to image: How ecotourism experiences shape destination image through tourist engagement and value co-creation

Key Points

• The study indicates that ecotourism experiences significantly shape destination image, enhancing visitor perceptions.
• Key metrics show that higher levels of tourist engagement correlate with stronger positive perceptions of the destination.
• Assessment of various ecotourism interactions highlights the role of value co-creation in shaping tourist experiences.
• Findings suggest that fostering tourist engagement in ecotourism can enhance destination image and attract more visitors.