GREEN ENDORSER’S ROLE TO STRENGTHEN REVISIT INTENTION OF THE GREEN TOURISM
This research analyzes the moderating role of Green Endorser in strengthening the green tourists’ Attitude toward the intention to revisit green tourism due to Green Environmental Concerns and Green Service Quality. The quantitative research design was applicable to address the research objective by distributing the questionnaires and interviewing the 360 respondents of Indonesia Beach Tourism (from the beach of Kelingking, Bali; Nusa Dua, Bali; Pandawa, Bali; Selong Belanak, Bali; Atuh, Bali; Melasti, Bali; Gili Meno, Lombok; Tanjung Aan, Lombok; Tanjung Tinggi, Bangka Belitung; Lengkuas, Bangka Belitung, based on Travelers Choice Awards (2019), but 322 usable data with purposive sampling technique were analyzed by Structural Equation Modelling (SEM), based on LISREL application 8.80. The results show that Green Endorser plays a vital role in strengthening the effect of tourists’ attitudes on intention to revisit the tourism, based green concept. The results imply that the higher the positive attitudes, the higher the revisit intention to tourism due to the higher Green Environmental Concern and Green Service Quality offers. Also, the positive Environmental concerns affect the positive strength of Green Service Quality offerings. The research novelty represents that the Green Service Quality of tourism is the most crucial strategy offered to build a higher positive attitude of tourists so that it could develop tourist intention behavior to the extent Theory of Reason Action.
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