TY - JOUR
T1 - Effects of place attachment and image on revisit intention in an ecotourism destination
T2 - Using an extended model of goal-directed behavior
AU - Jin, Mei Lan
AU - Choi, Youngjoon
AU - Lee, Choong Ki
AU - Ahmad, Muhammad Shakil
N1 - Publisher Copyright:
© 2020 by the authors.
PY - 2020/9
Y1 - 2020/9
N2 - This study explores the decision-making process of tourists visiting Guilin, China as an ecotourism destination. An extended model of goal-directed behavior with the inclusion of place attachment and destination image is employed to understand tourists' revisit intention. This study finds several substantial variables that contribute to leading the behavioral intention of tourists. Results reveal that tourist attitude, positive anticipated emotion, and perceived behavioral control positively influence desire. Tourist desire to visit a destination is an important predictor of behavioral intention, and desire plays a substantial mediating role between attitude, positive anticipated emotion, perceived behavioral control, and behavioral intention. The image of an ecotourism destination is an important antecedent of attitude, perceived behavioral control, and subjective norm. The destination image indirectly influences behavioral intention through attitude, subjective norm, and perceived behavioral control. Destination image also has a direct effect on place attachment, which in turn influences behavioral intention. Findings provide a theoretical framework of understanding tourist behavior and contribute guidelines for developing sustainable ecotourism for central and local governments.
AB - This study explores the decision-making process of tourists visiting Guilin, China as an ecotourism destination. An extended model of goal-directed behavior with the inclusion of place attachment and destination image is employed to understand tourists' revisit intention. This study finds several substantial variables that contribute to leading the behavioral intention of tourists. Results reveal that tourist attitude, positive anticipated emotion, and perceived behavioral control positively influence desire. Tourist desire to visit a destination is an important predictor of behavioral intention, and desire plays a substantial mediating role between attitude, positive anticipated emotion, perceived behavioral control, and behavioral intention. The image of an ecotourism destination is an important antecedent of attitude, perceived behavioral control, and subjective norm. The destination image indirectly influences behavioral intention through attitude, subjective norm, and perceived behavioral control. Destination image also has a direct effect on place attachment, which in turn influences behavioral intention. Findings provide a theoretical framework of understanding tourist behavior and contribute guidelines for developing sustainable ecotourism for central and local governments.
KW - Decision-making process
KW - Destination image
KW - Guilin
KW - Model of goal-directed behavior
KW - Sustainable development
UR - http://www.scopus.com/inward/record.url?scp=85092415860&partnerID=8YFLogxK
U2 - 10.3390/SU12187831
DO - 10.3390/SU12187831
M3 - Article
AN - SCOPUS:85092415860
SN - 2071-1050
VL - 12
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 18
M1 - 7831
ER -