Effects of Place Attachment and Image on Revisit Intention in an Ecotourism Destination: Using an Extended Model of Goal-Directed Behavior

Mei-lan Jin, Youngjoon Choi, Choong-Ki Lee and Muhammad Shakil Ahmad
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Mei-lan Jin: School of Business, Guilin Tourism University, Guilin 541006, China
Youngjoon Choi: School of Hotel and Tourism Management, the Hong Kong Polytechnic University, Hong Kong
Choong-Ki Lee: College of Hotel and Tourism Management, Kyung Hee University, Seoul 02447, Korea
Muhammad Shakil Ahmad: Department of Management Sciences, COMSATS University Islamabad, Attock 43600, Pakistan

Sustainability, 2020, vol. 12, issue 18, 1-16

Abstract: 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.

Keywords: model of goal-directed behavior; Guilin; destination image; sustainable development; decision-making process (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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