Measuring Revisit Intention of Domestic Tourists in Langkawi UNESCO Global Geopark, Malaysia: A Road to Sustainable Tourism

  • Mohd Fadil Mohd YUSOF Faculty of Hospitality, Tourism and Wellness Universiti Malaysia Kelantan, Malaysia
  • Lina Munirah KAMARUDIN School of Tourism, Hospitality and Event Management Universiti Utara Malaysia
  • Ataul Karim PATWARY School of Tourism, Hospitality and Event Management Universiti Utara Malaysia, Malaysia
  • Ahmad Edwin MOHAMED School of Tourism, Hospitality and Event Management Universiti Utara Malaysia, Malaysia

Abstract

Domestic tourism in Malaysia has contributed significantly to the country's economy and made a sustainable impact on the tourism industry. Langkawi is one of the most visited tourists' attractions in Malaysia which is well-known for island tourism and Geotourism. This study explores the relationship of tourists' motivation, destination brand engagement and domestic tourists' revisit intention in Langkawi UNESCO Global Geopark, Malaysia. The study also examined the mediating role of destination brand management and destination trust between tourists motivation and revisit intention. This study used a quantitative approach to explore the relationships among dependent, independent and intervening variables. A total of 300 questionnaires were distributed, and 212 usable questionnaires returned and utilised for further analysis. For analysis purpose, the researchers decided to utilise SPSS version 25.0 for descriptive statistics and PLS-SEM version 3 for inferential analysis. The results found that tourists' motivation significantly influences destination brand engagement and destination trust for a direct relationship. Results also found that destination brand engagement and destination trust significantly affect tourists' revisit intention in Geopark Langkawi, Malaysia.

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Published
2021-06-30
How to Cite
YUSOF, Mohd Fadil Mohd et al. Measuring Revisit Intention of Domestic Tourists in Langkawi UNESCO Global Geopark, Malaysia: A Road to Sustainable Tourism. Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 4, p. 1052-1063, june 2021. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/6197>. Date accessed: 16 aug. 2022. doi: https://doi.org/10.14505//jemt.v12.4(52).18.