影响游客对塞门戈自然保护区满意度和重游意愿的可控驱动因素：目的地形象的调节影响

IF 2.4 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Ecotourism Pub Date : 2021-05-19 DOI:10.1080/14724049.2021.1925288

W. Chan, W. H. Wan Ibrahim, M. Lo, Abang Azlan Mohamad, Thurasamy Ramayah, Chee-Hua Chin

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引用次数: 14

摘要

摘要：生态旅游是马来西亚政府最重要的旅游产品，对农村社区的收入有重要贡献。本研究的目的是通过考虑目的地形象的调节作用，探索服务质量、满意度和对砂拉越生态旅游景点（即Semenggoh自然保护区）的重游意愿之间关系的实证证据。共有157名参观塞门戈自然保护区的国际和国内游客自愿参与了这项研究。使用WarpPLS 6.0软件进行偏最小二乘结构方程建模和假设检验。结果显示，服务质量对满意度有显著而积极的影响，而满意度则推动了重访意愿。此外，目的地形象对游客满意度有显著的正向影响。研究进一步表明，目的地形象并没有增强满意度和重访意愿之间的关系。

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Controllable drivers that influence tourists’ satisfaction and revisit intention to Semenggoh Nature Reserve: the moderating impact of destination image

ABSTRACT 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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来源期刊

Journal of Ecotourism Social Sciences-Geography, Planning and Development

CiteScore

6.40

自引率

12.50%

发文量

期刊介绍： The Journal of Ecotourism seeks to advance the field by examining the social, economic, and ecological aspects of ecotourism at a number of scales, and including regions from around the world. Journal of Ecotourism welcomes conceptual, theoretical, and empirical research, particularly where it contributes to the dissemination of new ideas and models of ecotourism planning, development, management, and good practice. While the focus of the journal rests on a type of tourism based principally on natural history - along with other associated features of the man-land nexus - it will consider papers which investigate ecotourism as part of a broader nature based tourism, as well as those works which compare or contrast ecotourism/ists with other forms of tourism/ists.