Destination Image towards Revisit Intention to Natural Protected Areas in Sarawak: A Study of Functional Characteristics

A study on ecotourism in Sarawak's national parks, including Gunung Mulu National Park, reveals that the perceived value for price significantly influences tourists' intention to revisit these protected areas. Unlike other factors such as natural and historical attractions or tourism infrastructure, price-value perception emerged as a critical driver of repeat visitation. The research, involving 283 local and foreign tourists, employed path modeling and bootstrapping techniques to analyze the relationship between functional characteristics of destination image and revisit intention. These findings underscore the importance of economic considerations in shaping sustainable ecotourism strategies for natural protected areas.

Thong, J. Z., Ching, J. L., & Chin, Y. S. (2020). Destination Image towards Revisit Intention to Natural Protected Areas in Sarawak: A Study of Functional Characteristics. International Journal of Academic Research in Business and Social Sciences, 10(9). https://doi.org/10.6007/ijarbss/v10-i9/7631