THE IMPACT OF ECOTOURISM EFFICIENCY ON PROMOTING SUSTAINABLE TOURISM DEVELOPMENT IN THE NORTH CENTRAL REGION

This study aims to evaluate the impact of ecotourism efficiency on sustainable tourism development in the North Central region of Vietnam. It emphasizes the interconnected relationships among natural resource conservation, community awareness, and local economic growth as essential pillars for building effective sustainability strategies. The research applies the PLS-SEM method, which is particularly well-suited for analyzing higher-order structural models. The study is carried out in two distinct phases: a qualitative phase for validating measurement scales and designing surveys based on prior literature, followed by a quantitative phase to examine lower-order constructs (LOCs) and re-estimate the model using higher-order constructs (HOCs) treated as first-order latent variables. All relationships in the model are statistically significant, confirming the robustness of the proposed framework. Among the influencing variables, Ecotourism Performance (TP) exerts the strongest effect on Sustainable Tourism Development (SDT), followed by Ecotourism Quality. The indirect effect analysis further confirms that all mediating relationships are significant. Ecotourism Quality plays a partial complementary mediating role, indicating that improving ecotourism efficiency not only has a direct effect on sustainability but also enhances ecotourism quality, which in turn supports sustainable development. The findings confirm that ecotourism efficiency is a key driver of environmental protection, cultural preservation, and economic growth in the region. Moreover, ecotourism contributes to raising environmental awareness among both tourists and local communities. It plays a vital role in job creation and income generation, particularly for ethnic minority populations. Ecotourism also supports the preservation and promotion of indigenous culture and traditional values, which are essential for long-term tourism sustainability. Furthermore, the rising demand for ecotourism fosters investment in green infrastructure, such as eco-friendly transport and accommodations that utilize renewable energy. The study also acknowledges several limitations, including the narrow geographical scope and the lack of assessment regarding long-term impacts. Future research is encouraged to expand to other regions, explore the influence of national policies on ecotourism development, and investigate the role of technology and innovation in advancing sustainable tourism practices.