Effect of Pre-Visit Motive and On-Site Atmosphere on Post-Visit Behavioural Intention of Eco-Tourism Sites’ Visitors

Abstract

This study aims to explore factors that affect post-visit behavioural intention of eco–tourism visitors. This study has a conceptual framework based on the theory and literature review of LaBarbera et. al., P. A. LaBarbera, Weingard, & Yorkston, Prada-Trigo J. et. al., Weiner B, Y. Yoon, M. Uysal, Borden Backman, et al. This is a quantitative study that has collected data from 1,600 Thai visitors who visited four famous ecotourism sites in Bangkok and the perimeter provinces. These visitors were selected through the area sampling method along with the accidental sampling method. The structural equation modeling (SEM) analysis was applied to the data analysis. The study showed that pre-visit motive of the visitors positively influences on-site atmosphere. Second, pre-visit motive was found to have a negative influence on post-visit behavioural intention. Finally, the study revealed that on-site atmosphere positively influences post-visit behavioural intention.