Exploring the ecotourism service experience framework using the dimensions of motivation, expectation and ecotourism experience

This study explores the ecotourism service experience framework by analysing ecotourists' motivations and expectations, as well as the dimensions of ecotourism experiences. A total of 51 ecotourists were interviewed in person at ecotourist lodges in Lower Kinabatangan, Malaysia. Interview responses were analysed using thematic analysis, and a multi-data triangulation was carried out to identify key service experience dimensions guided by the co-creation concept. Findings reveal that motivations and expectations of ecotourists are connected to the dimensions of ecotourism experiences. Several findings reveal that key dimensions include 'wildlife', 'nature/environment' and 'experiences driven from ecotourism activities' (such as riverboat cruises and jungle trekking). Based on the interviews, these dimensions can be further interpreted and conceptualised as 'education', 'aesthetic', 'escape' and 'entertainment', similar to the four realms of experience in the experience economy model by Pine and Gilmore (1998,1999). Hence, an ecotourism service experience framework, comprising both tangible and intangible elements, is proposed as a sound and practical approach to understanding ecotourism service experiences. This study offers empirical evidence and an innovative approach by identifying the ecotourism service experience dimensions and exploring a relevant framework, which was previously neglected. Ecotourism operators should utilise the four identified service experience dimensions to stage unique ecotourism experiences and enhance destination attractiveness and competitiveness. Experiential marketing can capitalise on these dimensions as innovative selling points and attract ecotourists, thus providing practical value in marketing ecotourism destinations.