Title: The study of revisit intention of tourists: the case of ecotourism in Vietnam

Authors: Thanh-Binh Phung; Vo Tien Dat Do

Addresses: University of Economics and Law, No. 669, Highway 1, Quarter 3, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City, Vietnam; Vietnam National University Ho Chi Minh City, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam ' University of Economics and Law, No. 669, Highway 1, Quarter 3, Linh Xuan Ward, Thu Duc City, Ho Chi Minh City, Vietnam; Vietnam National University Ho Chi Minh City, Quarter 6, Linh Trung Ward, Thu Duc City, Ho Chi Minh City, Vietnam

Abstract: The study extends the theory of planned behaviour to investigate the determinants impacting tourists' revisit intention towards ecotourism destinations in an emerging economy, Vietnam. The authors have constructed a research model to examine tourists' revisit intention through six constructs. Hypotheses were examined using structural equation modelling on a cohort of 276 eligible participants. The results confirm that revisit intention is affected by tourist satisfaction and trust. Both tourists' satisfaction and green trust are influenced by green factors such as green image, perceived value, and ecotourism experience. The statistical analysis does not support a significant association between green trust and the ecotourism experience. The study provides theoretical and practical implications for stakeholders aiming to enhance revisit intention towards ecotourism destinations in Vietnam.

Keywords: revisit intention; theory of planned behaviour; ecotourism; Vietnam.

DOI: 10.1504/IJGE.2024.138508

International Journal of Green Economics, 2024 Vol.18 No.1, pp.87 - 102

Received: 08 Oct 2023
Accepted: 28 Feb 2024
Published online: 08 May 2024 *

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