Ecology, Environment and Conservation Paper

ANTECEDENTS OF REVISIT INTENTION IN ENVIRONMENTAL BASED TOURISM AREA

Jusak Ubjaan, Umar Nimran, Suharyono and Andriani Kusumawati

Abstract

The main objective of this study was to determine the antecedents of revisit intention in environmentally friendly tourist areas. It was conducted by assessing three moderating variables: destination image, attitude, and tourist satisfaction. This research employed the explanatory method. The research sample used was 142 domestic tourists in the Ambon City, Indonesia. Ambon City is located on Ambon Island. It is surrounded by islands offering a variety of natural attractions, beaches, recreational sites, as well as historical and cultural heritage. Ambon Bay, mangrove forests, and mountains are used as attractive ecotourism areas. Generalized Structured Component Analysis was used to assess the influence between destination image variables, tourist attitudes, and satisfaction towards revisiting intention. The findings indicate that destination image has a significant influence on tourist attitudes and satisfaction, but has a non-significant effect on revisit intention. Destination image has a significant effect on revisit intention through mediating variables, namely tourist attitudes, and satisfaction. On the other hand, tourist attitudes and satisfaction have a significant influence on revisit intention.