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Sustainability
Volume 14
Issue 21
10.3390/su142114632
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Article

Why Return? Birdwatching Tourists’ Revisit Intentions Based on Structural Equation Modelling

by
Jie Ren
,
Kaiwen Su
,
Yihui Zhou
,
Yilei Hou
and
Yali Wen
*
School of Economics and Management, Beijing Forestry University, Beijing 100083, China
*
Author to whom correspondence should be addressed.
Sustainability 2022, 14(21), 14632; https://doi.org/10.3390/su142114632
Submission received: 9 October 2022 / Revised: 30 October 2022 / Accepted: 2 November 2022 / Published: 7 November 2022
(This article belongs to the Special Issue Sustainable Tourism Development and Tourist Behavior)
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Abstract

Birdwatching tourism is a model of ecotourism that is beneficial to the sustainable development of developing regions and is growing rapidly in China. In order to explore the development path of birdwatching tourism, this study constructs and tests a model of revisit intention from the birdwatching tourists’ perspective and aims to understand the factors influencing tourists’ revisit intention for birdwatching destinations. The researchers collected 328 valid questionnaires from birdwatching tourists in Mingxi County, Fujian Province, China, and used structural equation modelling to validate the relationships among the study constructs. Cognitive image had the largest influence on revisit intent (0.219), followed by tourist satisfaction (0.172), and perceived image (0.155). Tourist motivation indirectly affects revisit intention through the full mediating effect of the cognitive image. This study provides some insights and references for policymakers and tourism project managers to design or adjust the construction plan of birdwatching-tourism sites.
Keywords: birdwatching tourism; revisit intention; cognitive image; perceived image; tourism motivation; structural equation modelling birdwatching tourism; revisit intention; cognitive image; perceived image; tourism motivation; structural equation modelling

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MDPI and ACS Style

Ren, J.; Su, K.; Zhou, Y.; Hou, Y.; Wen, Y. Why Return? Birdwatching Tourists’ Revisit Intentions Based on Structural Equation Modelling. Sustainability 2022, 14, 14632. https://doi.org/10.3390/su142114632

AMA Style

Ren J, Su K, Zhou Y, Hou Y, Wen Y. Why Return? Birdwatching Tourists’ Revisit Intentions Based on Structural Equation Modelling. Sustainability. 2022; 14(21):14632. https://doi.org/10.3390/su142114632

Chicago/Turabian Style

Ren, Jie, Kaiwen Su, Yihui Zhou, Yilei Hou, and Yali Wen. 2022. "Why Return? Birdwatching Tourists’ Revisit Intentions Based on Structural Equation Modelling" Sustainability 14, no. 21: 14632. https://doi.org/10.3390/su142114632

APA Style

Ren, J., Su, K., Zhou, Y., Hou, Y., & Wen, Y. (2022). Why Return? Birdwatching Tourists’ Revisit Intentions Based on Structural Equation Modelling. Sustainability, 14(21), 14632. https://doi.org/10.3390/su142114632

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