Email this article THE IMPACT OF TRAVEL EXPERIENCE, TRAVEL MOTIVATION, AND DESTINATION IMAGE ON TOURISTS’ REVISIT INTENTION TO ECOTOURISM
About this article
Received: 15/02/22 Revised: 09/03/22 Published: 09/03/22Authors
Nguyen Thi Khanh Chi
, Foreign Trade University
Abstract
Although there are great body of studies examining relationships among factors and revisit intention in mass tourism, investigation of the association among tourist attitude, destination image, and revisit intention on ecotourism have received less attention. Therefore, this research examined the impact of travel experience, travel motivation, destination image on revisit intention to ecotourism. The research was operationalized using empirical data collected from 423 domestic tourists visiting eco-sites in Vietnam. Structural equation modeling (SEM) was used to test the causal relationships. The findings show that tourist travel motivation and experience positively influence revisit intention transferred through their attitude toward ecotourism, and that eco-destination image play a critical role in strengthening the effect of travel motivation and past experience on revisit intention. This paper contributes by investigating a tourist’s emotion-behavior model to ecotourism literature and both sides (supply and demand) in managerial implications. Ecotourism managers may increase tourist revisit intention through building positive eco-destination image and evaluating tourist attitude for market segments.
Keywords
Full Text:
PDFReferences
[1] T. K. C. Nguyen, “Understanding the effects of eco-label, eco-brand, and social media on green consumption intention in ecotourism destinations,” Journal of Cleaner Production, vol. 321, 2021, doi: 10.1016/j.jclepro.2021.128995.
[2] T. K. C. Nguyen, “ Environmentally responsible behaviour in outdoor recreation: the moderating impact of COVID-19 related risk perception”, Journal of Tourism Futures, Vol. ahead-of-print, 2022, doi: 10.1108/JTF-09-2021-0234.
[3] S. Huang and C. H. Hsu, “Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention,” Journal of travel research, vol. 48, no. 1, pp. 29-44, 2009.
[4] T. K. C. Nguyen and V. H. Phuong, “Studying tourist intention on city tourism: the role of travel motivation,” International Journal of Tourism Cities, 2021, doi: 10.1108/IJTC-03-2021-0042.
[5] C. M. Hsieh, S. H. Park, and R. McNally, “Application of the extended theory of planned behavior to intention to travel to Japan among Taiwanese youth: Investigating the moderating effect of past visit experience,” Journal of Travel & Tourism Marketing, vol. 33, no. 5, pp. 717-729, 2016.
[6] S. Um, K. Chon, and Y. Ro, “Antecedents of revisit intention,” Annals of Tourism Research, vol. 33, pp. 1141-1158, 2006.
[7] J. Alegre and J. Garau, “The factor structure of tourist satisfaction at sun and sand destinations,” Journal of Travel Research, vol. 50, no. 1, pp. 78-86, 2011.s
[8] Y. C. Huang and C. H. S. Liu, “Moderating and mediating roles of environmental concern and ecotourism experience for revisit intention,” International Journal of Contemporary Hospitality Management, vol. 29, no. 7, pp. 1854-1872, 2017.
[9] Y. Luo and J. Deng, “The New Environmental Paradigm and nature-based tourism motivation,” Journal of Travel research, vol. 46, no. 4, pp. 392-402, 2008.
[10] P. Sharma and J. K. Nayak, “Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism,” Tourism Management Perspectives, vol. 28, pp. 41-52, 2018.
[11] C. Tosun, B. B. Dedeoğlu, and A. Fyall, “Destination service quality, affective image and revisit intention: The moderating role of past experience,” Journal of Destination Marketing & Management, vol. 4, no. 4, pp. 222-234, 2015.
[12] J. F. Hair Jr, M. L. Gabriel, and V. K. Patel, “Modeling of Covariance-Based Structural Equations (CB-SEM) with or AMOS: Orientations about your application as a Marketing Search Engine,” Revista Brasileira de Marketing, vol. 13, no. 2, pp. 44-55, 2014.
[13] R. B. Kline, Principles and practice of structural equation modeling. Guilford publications, 2015.
[14] T. K. C. Nguyen, “Innovation capability: the impact of e-CRM and COVID-19 risk perception,” Technology in Society, vol. 67, no. 4, pp. 1141-1153, 2021.
DOI: https://doi.org/10.34238/tnu-jst.5548
Refbacks
- There are currently no refbacks.