UNLOCKING ECOTOURISM'S POTENTIAL WITH EXPLORING THE NEXUS OF MOTIVATION, SATISFACTION, AND SUSTAINABLE LOYALTY IN BIOSPHERE RESERVED, PENANG HILL, PENANG, MALAYSIA ECOTOURISM: A TOURIST-CENTRIC PERSPECTIVE
DOI:
https://doi.org/10.21837/pm.v23i38.1837Keywords:
Pull-external Factors, Motivation, Satisfaction, Sustainable Loyalty, Penang Hill, EcotourismAbstract
Ecotourism holds immense potential for promoting sustainable development and conservation efforts, making it imperative to explore the underlying factors that drive Pull-external motivation factors and tourist loyalty within this context. Drawing upon a tourist-centric approach, this study investigates the mediating role of tourist satisfaction in the relationship between motivation and sustainable tourism loyalty. This study utilizes a quantitative research methodology to investigate the complex interplay of ecotourism dynamics within the Penang Hill area and its implications for promoting responsible travel and environmental conservation. Utilizing survey data collected from tourists visiting Biosphere Reserved, Penang Hill, statistical analyses, including PLS-SEM employed to analyze the interrelationships among motivation, satisfaction, and sustainable loyalty. Exploring the Pull external motivational factors, such as Nature appreciation, Cultural Heritage, and Recreational factors driving tourists to Biosphere Reserve in Penang Hill ecotourism sites and identifying the components that foster satisfaction, consequently increasing the likelihood of tourists expressing an intention to revisit this ecotourism destination. The findings of this study are expected to provide valuable insights into the mechanisms driving tourist behaviors in ecotourism settings, drawing upon UNESCO's MAB program, thus contributing to the development of effective management strategies for promoting sustainable tourism practices and enhancing visitor experiences at the Biosphere Reserved, Penang Hill ecotourism site. Moreover, the study's contributions extend to the broader discourse on sustainable tourism practices, emphasizing the importance of aligning tourism activities.
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