Abstract
ABSTRACT This research examines how perceived environmental concern (PEC) and emotional experience influence tourists’ intention to revisit destinations in China. It also explores how familiarity with the destination influences the relationships of emotional experience, PEC, and intentions of revisiting. Using convenience sampling, 392 responses were collected, and later, Partial Least Squares-Structural Equation Modelling was used to analyse. Results showed that PEC positively impacts revisit intention, with emotional experience mediating this relationship. Additionally, emotional experience directly and positively influences revisit intention. This research is unique in its focus on revisit intention and provides valuable insights for policymakers and destination stakeholders to develop strategies to boost tourist revisit intention.
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