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The study of revisit intention of tourists: the case of ecotourism in Vietnam

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  • Thanh-Binh Phung
  • Vo Tien Dat Do

Abstract

The study extends the theory of planned behaviour to investigate the determinants impacting tourists' revisit intention towards ecotourism destinations in an emerging economy, Vietnam. The authors have constructed a research model to examine tourists' revisit intention through six constructs. Hypotheses were examined using structural equation modelling on a cohort of 276 eligible participants. The results confirm that revisit intention is affected by tourist satisfaction and trust. Both tourists' satisfaction and green trust are influenced by green factors such as green image, perceived value, and ecotourism experience. The statistical analysis does not support a significant association between green trust and the ecotourism experience. The study provides theoretical and practical implications for stakeholders aiming to enhance revisit intention towards ecotourism destinations in Vietnam.

Suggested Citation

  • Thanh-Binh Phung & Vo Tien Dat Do, 2024. "The study of revisit intention of tourists: the case of ecotourism in Vietnam," International Journal of Green Economics, Inderscience Enterprises Ltd, vol. 18(1), pages 87-102.
    • Handle: RePEc:ids:ijgrec:v:18:y:2024:i:1:p:87-102
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