Using Structural Equation Modeling to Evaluate Tourists’ Revisit Intention toward Ecotourism Sites

Abstract

This study aims to clarify the relationship between three behaviours toward ecotourism sites include “ecotourism attitude,” “ecotourism experience,” and “revisit intention.” The structural equation modeling was used to evaluate how the attitude of ecotourism and the visit experience impact the tourists’ 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 “ecotourism attitude” and “ecotourism experience” positively influence “revisit intention.” Especially, “experience” also plays as a mediator, which causes the indirect effect of ecotourism attitude on revisit intention. Keywords: Ecotourism attitude; Ecotourism experience; Revisit intention. eISSN: 2398-4287© 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/). Peer–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. DOI: https://doi.org/10.21834/ebpj.v5i15.2459.