MEASURING REVISIT INTENTIONS OF GREEN RESORTS IN MALAYSIA: THE ROLE OF PERCEIVED VALUE AND ENVIRONMENTAL CONCERN

Abstract

The tourism industry in Malaysia serves an important role in providing high-quality tourism products and services and incorporating green practices to achieve environmental sustainability. Studies on the factors that influence revisit intention among green resort guests are limited. Thus, this study approached quantitative method and aimed to assess the influence of perceived value and environmental concern in measuring tourists revisit intentions of green resorts in Malaysia. The analysis unit is the resort's guests in the selected green resorts who have stayed in one of the selected green resorts for at least two days. A total of 450 sample data were analysed using the statistical software IBM SPSS version 22. This study fills the knowledge gap by proposing that environmental awareness and environmental knowledge influence guests’ intention to revisit green resorts.

Keywords

• environmental concern
• perceived value
• revisit intention
• green resorts