In order to fulfill the gaps in the literature, this research aims to develop and test a model for tourist's ecotourism loyalty and eWOM. This research is different from the previous research since the research model integrates the expectation confirmation theory and the theory of planned behavior. Accordingly, this study contributes to the literature by creating the possibility to explore how tourist's ecotourism loyalty and eWOM are greatly influenced by tourism experience, which aligns with previous research findings. This research will emphasize the tourist's ecotourism satisfaction and personal behavior intentions. Therefore, this study is the first of its kind to the study's theoretical contribution through a model to enhance understanding of tourist's ecotourism loyalty and eWOM in Vietnam.
The research findings tell us that developing entertainment services, fun learning, and emotional experience influenced tourists' ecotourism loyalty and eWOM in Vietnam. The government agencies and ecotourism managers should also emphasize these factors when implementing strategies and policies to enhance ecotourism