Abstract
This study attempts to determine tourists’ re-visit intention towards community based tourism destinations in the context of a developing country. Tourists’ anthropogenic value, hedonic value and destination attachment are investigated to determine what contributes to tourists’ re-visit intention. In this study, a causal research design was adopted, and employed descriptive and Partial Least Squares-Structural Equation Modelling (PLSSEM). This study surveyed 216 tourists from different community-based tourism destinations in Sarawak, Malaysia. Findings of this study provide partial supports towards the effect of anthropogenic value and hedonic value on tourists’ re-visit intention towards community-based tourism destinations, mediated by destination attachment. The study suggests to practitioners that it is crucial to understand the impact of tourists’ anthropogenic value and hedonic value, as well as destination attachment and re-visit intention, especially, in developing effective marketing strategies for better market segmentation and targeting. Thus, the outcome of this study will help to expand the current knowledge on similar areas of community based tourism destinations, and contributively effect of anthropogenic value, hedonic value and destination attachment on re-visit intention towards community-based tourism destination in a developing country context.
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