Ecology, Environment and Conservation Paper

Vol 27, Issue 1, 2021; Page No.(499-508)

EFFECT OF ENVIRONMENTAL CONCERN AND SUSTAINABILITY ON REVISIT INTENTION WITH ENVIRONMENTAL AWARENESS AS A MEDIATING VARIABLE

Zainal Abidin, Budi Setiawan, A. Wahib Muhaimin, A. Shinta and H. Islamiyah

Abstract

Sustainability and tourist attitude related to environmental concern and awareness are essentially alleged to determine revisit intention for the future of tourism destination. Discourse related to revisit behavioral intention was typically exposed through Theory of Reasoned Action. This study was undertaken by explanatory research to analyze the relationship between environmental concern (EC) and sustainability (S) on revisit intention (RI) with environmental awareness (EA) as a mediating variable. This study utilized judgment sampling technique, in which 180 respondents (domestic tourists) were collected through online questionnaires. Data analysis was conducted with inferential statistics in the form of SEM Warp PLS. The results indicated that EC had insignificant effect on RI directly and through EA, while EA had a significant effect on RI. Meanwhile, sustainability had a significant effect towards RI directly or through mediation of EA. The proposed model explains 49% of variance in the EA (R2=49%) and 31% in the RI (R2=31%). Destination Marketing Organization (DMO) is believed to assist revisit intention to coastal ecotourism by maintaining the sustainability of ecotourism destinations and environmental awareness of visitors, local communities, and ecotourism managers.