Abstract—This study was conducted to identify key factors affecting tourist’s perceived value as well as their satisfaction towards Cat Tien National Park. Quantitative approach was major method applied and questionnaires were delivered to 215 tourists who were visited the park. The results revealed four main factors include price, ecology and landscapes, natural atmosphere and social environment which positively influence tourists’ satisfaction directly and indirectly. Also, there was a significant relationship between tourists’ perceived value and tourists’ satisfaction. Index Terms—Tourists’ satisfaction, tourist perceived value, Cat Tien national park, path analysis. I. INTRODUCTION Tourism is a smokeless industry contributes around US$300 billion annual revenues and create 10% of job for people in the world. Tourism development come with problems including crowding, disruption of local communities, commercial exploitation of cultural traditions and social conflict. Ecotourism stands out is the most effective way to reduce those problem and it is sustainable. Therefore, eco-tourism is the future of tourism [1]. Obviously, keeping the satisfaction of tourist is the key development of any tourism business because tourists’ satisfaction can determine the success or failure of that business [2]. Moreover, [3] has proved a positive relationship between tourists’ satisfaction and revisiting which promote the survival and growth of tourism business in the long term [4]. Located just 150 km from Ho Chi Minh City (HCMC), Cat Tien national park also is a middle point between Da Lat city and HCMC which is the concentrated point of foreigner and domestic tourists. A difference from Cuc Phuong national park, Bach Ma national park, Ba Be national park are mostly mountain, the terrain of Cat Tien national park is quite flat. Moreover, the park, located in monsoon climate and surrounded by Dong Nai river, is peaceful and an incredibly bio-diverse area of lowland tropical rainforest. In 2001 UNESCO added Cat Tien National Park to its list of biosphere reserves. Manuscript received March 4, 2015; revised May 18, 2015. Mai Ngoc Khuong and Pham Dac Luan are with the School of Business, International University, VNU-HCMC, Vietnam (e-mail: mnkhuong@hcmiu.edu.vn, phamdacluan1992@gmail.com). With all the reasons above, Cat Tien national park become the best destination to develop eco-tourism in Vietnam. However, the park is facing many difficulties such as the development of hotels on other side of river that has destroyed the monopoly of the park that has existed for a long time and creating an extremely competitive environment for service and accommodation. In addition, according to 23 reviews on TripAdvior.com, which is a trustiest web guide for tourists in the world, from 2012 to 2014 Cat Tien national park had many negative reviews, tourists complained about the poor services and the low quality of the accommodation. Therefore, the question how to satisfy tourists is more important than ever. II. LITERATURE REVIEW Tourist satisfaction is a popular topic in marketing research [5]. Unquestionably, satisfaction contributes a central role in the planning of marketable tourism products and services. It also impacts the choice of destination, consumption of products and services, and decision to return by tourists [6], [7]. Therefore, a massive amount of research in consumer behavior and tourism has been done to determine satisfaction but there is no consensus. According to [8] tourists’ satisfaction is determined by measuring the expected perception of quality and the actual quality experienced by the tourists. As [9] stated that tourist’s satisfaction is determined by measuring the expected perception of quality and the actual quality experienced by the tourists. In widely used, Tourists’ satisfaction is a result of the comparison between tourist expectations and their experiences when experience larger than or equal expectation tourist will satisfy and reverse. It is generally recognized that satisfaction is impacted directly by service quality. Therefore if service quality is improved then satisfaction will be improved [10]. However, recent researches have suggested that there were an enormous factors impact satisfaction and service quality was one of them [10], [11]. Following [12] measuring tourists’ satisfaction in a particular destination is not purely evaluated by service quality of a number of individual service providers. There is a numerous activities and experiences do not link to specific organizations. Although different research brought out different idea, there are some main factors considered to be important to have profound impacts on tourists’ satisfaction such as natural environment, social environment, green management, interpretation, price, Factors Affecting Tourists’ Satisfaction towards Nam Cat Tien National Park, Vietnam ― A Mediation Analysis of Perceived Value Mai Ngoc Khuong and Pham Dac Luan International Journal of Innovation, Management and Technology, Vol. 6, No. 4, August 2015 238 DOI: 10.7763/IJIMT.2015.V6.609