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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mei-lan Jin & Youngjoon Choi & Choong-Ki Lee & Muhammad Shakil Ahmad, 2020. "Effects of Place Attachment and Image on Revisit Intention in an Ecotourism Destination: Using an Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:18:p:7831-:d:417461
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    References listed on IDEAS

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    1. Song, HakJun & You, Geun-Jun & Reisinger, Yvette & Lee, Choong-Ki & Lee, Seung-Kon, 2014. "Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior," Tourism Management, Elsevier, vol. 42(C), pages 101-113.
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    3. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    4. Haywantee Ramkissoon, 2015. "Authenticity, satisfaction, and place attachment: A conceptual framework for cultural tourism in African island economies," Development Southern Africa, Taylor & Francis Journals, vol. 32(3), pages 292-302, May.
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    Cited by:

    1. Asad Ur Rehman & Muhammad Shoaib & Mohsin Javed & Zuhair Abbas & Ayesha Nawal & Roman Zámečník, 2022. "Understanding Revisit Intention towards Religious Attraction of Kartarpur Temple: Moderation Analysis of Religiosity," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    2. Wasaya, Allah & Prentice, Catherine & Hsiao, Aaron, 2024. "Shaping destination marketing with norms and personality," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Lei Shi & Jing-Yan Ma & Chul-Ok Ann, 2023. "Exploring the Effect of Tour Guide Cultural Interpretation on Tourists’ Loyalty in the Context of the Southern Journey by Emperor Qianlong," Sustainability, MDPI, vol. 15(15), pages 1-19, July.
    4. Lisa Dang & Jan Weiss, 2021. "Evidence on the Relationship between Place Attachment and Behavioral Intentions between 2010 and 2021: A Systematic Literature Review," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    5. Sizhen Lai & Shuning Zhang & Ling Zhang & Hsien-Wei Tseng & Yan-Chyuan Shiau, 2021. "Study on the Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts," Sustainability, MDPI, vol. 13(4), pages 1-17, February.

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