Validating the Community Forest Intention Model: Exploring Tourist Experience, Satisfaction, and Sustainable Intentions in Community-Based Ecotourism

Community-based ecotourism in community forests, such as Suan Pa Ket Nom Klao, Thailand, offers a promising avenue for promoting sustainable development through meaningful tourist experiences. This study develops and validates the Community Forest Intention Model (CFIM) to examine the relationships among Tourist Experience (TE), Tourist Satisfaction (SAT), and Sustainable Intention (SI) using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 128 participants who engaged in six structured activities at Suan Pa Ket Nom Klao, with responses measured via a 5-point Likert scale questionnaire. The results indicate that TE, comprising Service Quality, Accessibility, and Learning Engagement, significantly influences SAT (R2 = 0.562), with Learning Engagement exerting the strongest effect (β = 0.413; p < 0.001). SAT, in turn, positively predicts SI (β = 0.502; p < 0.001; R2 = 0.252). All hypothesized paths were statistically significant, confirming the model’s validity. These findings highlight the critical role of educational and service-related experiences in fostering tourist satisfaction and sustainable behaviors. This study provides actionable insights for enhancing ecotourism programs to support conservation and community engagement.