Effects of place attachment and image on revisit intention in an ecotourism destination: Using an extended model of goal-directed behavior

Mei Lan Jin, Youngjoon Choi, Choong Ki Lee, Muhammad Shakil Ahmad

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)


This study explores the decision-making process of tourists visiting Guilin, China as an ecotourism destination. An extended model of goal-directed behavior with the inclusion of place attachment and destination image is employed to understand tourists' revisit intention. This study finds several substantial variables that contribute to leading the behavioral intention of tourists. Results reveal that tourist attitude, positive anticipated emotion, and perceived behavioral control positively influence desire. Tourist desire to visit a destination is an important predictor of behavioral intention, and desire plays a substantial mediating role between attitude, positive anticipated emotion, perceived behavioral control, and behavioral intention. The image of an ecotourism destination is an important antecedent of attitude, perceived behavioral control, and subjective norm. The destination image indirectly influences behavioral intention through attitude, subjective norm, and perceived behavioral control. Destination image also has a direct effect on place attachment, which in turn influences behavioral intention. Findings provide a theoretical framework of understanding tourist behavior and contribute guidelines for developing sustainable ecotourism for central and local governments.

Original languageEnglish
Article number7831
JournalSustainability (Switzerland)
Issue number18
Publication statusPublished - Sep 2020


  • Decision-making process
  • Destination image
  • Guilin
  • Model of goal-directed behavior
  • Sustainable development

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Management, Monitoring, Policy and Law

Cite this