THE INFLUENCE OF ENVIRONMENTAL AWARENESS AND CUSTOMER PERCEIVED VALUE ON TOURIST REVISIT INTENTION: A STUDY ON GREEN RESORTS IN MALAYSIA

Abstract

The green resort is becoming a popular concept in tourism and hospitality in Malaysia. This development is not only due to the growing awareness on the environmental and social impacts amongst hoteliers and investors but has also been triggered by customers’ awareness and their perceived visit value. This paper discusses the influence of tourist environmental awareness and perceived value on their revisit intention. Primary data was collected through the distribution of questionnaires to 450 tourists who travelled to three green resorts in Pulau Langkawi and Pulau Pinang, Malaysia. The result from regression analysis confirmed that their intention to stay at a green resort is positively influenced by their environmental awareness and perceived value. This empirical result may benefit the hotel industry in order to formulate effective marketing strategies and sustain their customers’ revisit intention, particularly in relation to enhancing green initiative awareness and perceived visit value.