Mediating effect of potential benefits on awareness, environment sustainability and revisit intentions in ecotourism sites: a case study of Himachal Pradesh, India

Shweta Rana (), Deeksha Rana and Seema Choudhary
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Shweta Rana: Himachal Pradesh University, Department of Geography
Deeksha Rana: Himachal Pradesh University, Department of Geography
Seema Choudhary: Himachal Pradesh University, Faculty of Geography

Asia-Pacific Journal of Regional Science, 2025, vol. 9, issue 4, No 5, 997-1023

Abstract: Abstract Ecotourism enables travellers to explore and learn about nature. This study investigated the relationships between awareness, environment sustainability, hindrances in ecotourism development, and potential benefits and intentions to revisit among tourists of Himachal Pradesh. The study area comprised four districts of Himachal Pradesh, namely Lahaul-Spiti, Kinnaur, Kullu and Solan Districts. Structural Equation modelling was employed to assess the influence of awareness, environmental sustainability and hindrances in ecotourism development on revisit intentions, mediated by potential benefits. PLS-Predict was employed to examine the predictive effectiveness of the model. Primary data was acquired from 261 tourists using a purposive sampling method. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was used for hypothesis testing. The structural model demonstrated that both “awareness” and “environmental sustainability" positively affects “revisit intentions” through the mediating influence of “potential benefits”. Although the ecotourism policies of Himachal Pradesh focus on institutional framework and community development, adherence should be given to make tourists cognisant about the environment and surroundings of the state. It is important that the educational aspects of ecotourism should be incorporated so that environmental sustainability can be maintained in the long run.

Keywords: Ecotourism; Revisit intention; Environment sustainability; Potential benefits; And Himachal Pradesh (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s41685-025-00396-4

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