Using Structural Equation Modeling to Evaluate Touristsâ€™ Revisit Intention toward Ecotourism Sites
Keywords:Ecotourism attitude; Ecotourism experience; Revisit intention.
This study aims to clarify the relationship between three behaviours toward ecotourism sites include â€œecotourism attitude,â€ â€œecotourism experience,â€ and â€œrevisit intention.â€ The structural equation modeling was used to evaluate how the attitude of ecotourism and the visit experience impact the touristsâ€™ revisit intention. The analysis indicated that three constructs logically are suitable for the research direction after the test of the validity of measurement models. The structural model revealed that both â€œecotourism attitudeâ€ and â€œecotourism experienceâ€ positively influence â€œrevisit intention.â€ Especially, â€œexperienceâ€ also plays as a mediator, which causes the indirect effect of ecotourism attitude on revisit intention.
Keywords: Ecotourism attitude; Ecotourism experience; Revisit intention.
eISSN: 2398-4287Â© 2020. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peerâ€“review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.