Controllable drivers that influence tourists’ satisfaction and revisit intention to Semenggoh Nature Reserve: the moderating impact of destination image
Ecotourism is a foremost promoted tourism product by the Malaysian government and significantly contributed to rural communities’ income. The objective of this study was to explore the empirical evidence of the relationships among service quality, satisfaction, and revisit intention to an ecotouri...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | en |
| Published: |
Taylor & Francis Online
2021
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/35366/3/FEB%202021.pdf http://ir.unimas.my/id/eprint/35366/ https://www.tandfonline.com/doi/abs/10.1080/14724049.2021.1925288?src=&journalCode=reco20 https://doi.org/10.1080/14724049.2021.1925288 |
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| Summary: | Ecotourism is a foremost promoted tourism product by the
Malaysian government and significantly contributed to rural
communities’ income. The objective of this study was to explore the empirical evidence of the relationships among service quality, satisfaction, and revisit intention to an ecotourism site in Sarawak, namely, Semenggoh Nature Reserve by considering the moderating effect of the destination image. A total of 157 international and domestic tourists who visited the Semenggoh Nature Reserve took part voluntarily in this study. WarpPLS 6.0 software was used to perform the Partial Least Squares Structural
Equation Modeling and hypotheses testing. The results revealed
that service quality was found to significantly and positively
impacting satisfaction, whereas satisfaction was found to drive
revisit intentions. Additionally, the destination image was found
to have a significant positive impact on tourist’s satisfaction. The
study further revealed that the destination image does not
enhance the relationship between satisfaction and revisit intention. |
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