Determinants of eco-homestay among young adults in Malaysia
Vol 9, Issue 8, 2024, Article identifier:
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Abstract
This study investigates the factors influencing tourists' revisit intention to eco homestays, focusing on tourist characteristics, social influence, accessibility convenience, and destination attributes. The research aims to understand how these variables interrelate and contribute to the likelihood of repeat visits. This research utilizes the push and pull theory, a widely recognized framework for understanding the motivations that compel visitors to choose a specific destination and the types of activities and experiences they seek to enjoy. A survey using online questionnaire with convenience sampling were used to collect the data. A total of 385 young adults aged between 18 and 35 participated as the respondents for this research. This study employed the Statistical Package for the Social Sciences (SPSS) software to analyze the data gathered and answered the hypothesis. Findings showed that Tourist characteristics, social influence, accessibility convenience, and destination attributes have a significant relationship with revisit intention. Social influence has the most significant relationship with revisit intention. The strong relationship between social influence and revisit intention has crucial implications for businesses and academia, underscoring the importance of leveraging social networks and recommendations to enhance repeat tourism.
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DOI: https://doi.org/10.59429/esp.v9i8.2882
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