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Guest experience studies and the consequences towards behavioral intention play a significant role in the success of resort industry. Hence, this study attempts to investigate the relationship between service experience equity and behavioral intention at eco-resorts. This study also aims to discover the new experience and phenomenon of ecotourism particularly in eco-resort setting in Malaysia. The result of the hypotheses is tested using partial least square of structural equation modeling (PLS-SEM) and several conclusions were achieved. Noticeably, the service experience equity perceived by eco-resorts' guests showed significant influence their behavioral intention in staying at eco-resorts.

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