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Determinants of revisit intention to ecotourism destination at tasik kenyir, malaysia

Author: 
Nurul Afifah Nordin, Ahmad Shuib, Nawal Hanim Abdullah and Puvaneswaran Kunasekaran
Subject Area: 
Social Sciences and Humanities
Abstract: 

This study aims to identify the factors influencing revisit intention of visitors in Tasik Kenyir as an ecotourism destination. A conceptual framework based on the Theory of Planned Behavior (TPB) was used to investigate the factors that influence revisit intention of visitors to Tasik Kenyir. A structured questionnaire was designed as the instrument to gather data for the study and were distributed to the visitors in Tasik Kenyir chosen using the non-probability convenience sampling method. Descriptive analysis and multiple linear regression analysis were used to analyse the collected data. There are significant positive relationships of the awareness towards natural resource conservation, perceived behavioral control, subjective norm, private sector occupation, and the use of houseboat and chalet towards revisit intention to Tasik Kenyir. The findings can be used as a basis for further development of ecotourism services and facilities and for recommendations of management options for ecotourism development in Tasik Kenyir. This study can also assist policy makers to formulate better marketing strategies to increase repeat visitors to Tasik Kenyir, Malaysia.

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