Abstract

In the context of the tourism industry focusing on experience value and sustainable development, the need to explore nature, learn about ecology, and contact with the pristine environment of tourists is increasing. Cat Tien National Park with its unique tropical forest ecosystem and rich biodiversity has emerged as a quintessential site for ecotourism in Vietnam. This study was conducted to explore the tourist experience at Cat Tien National Park through analyzing the feedback content on the TripAdvisor platform. By using the Netnography method with the secondary data from TripAdvisor and the Ethnography method through the in-depth interviews, the study focused on identifying factors affecting the visitor experience. Additionally, the study highlights persisting challenges, such as limited infrastructure, insufficient guidance information, and difficulties in accessing services. The findings provide a practical foundation for improving the quality of ecotourism experiences, while also proposing managerial implications for fostering sustainable and visitor-centric destination development. Moreover, the study underscores the importance of enhancing human resource training, integrating technology into destination management, raising environmental conservation awareness, and cultivating local community engagement in ecotourism.