An Investigation into the Multifactor Influences on Ecotourism Behavioural Intention, with Satisfaction as a Mediating Variable
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This study examines the multifactor influencing ecotourism behavioural intention in China from the perspective of ecotourism satisfaction. The study distributed a self-filled questionnaire to 400 tourists who had visited a famous scenic ecotourism spot in China. Use PLS-SEM for structural equation modelling and analysis. The survey results indicate that tourist satisfaction only mediates perceived values, attitudes, and ecotourism behavioural intentions. Subjective norms, perceived value, attitude, and perceived behavioural control all impact tourist satisfaction. This provides theoretical support and management direction for China’s sustainable and healthy ecotourism development.
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Copyright (c) 2024 Jia Gao, Kim Mee Chong, Si Ya An, Peng Cheng Ding
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