The The Effect of Green Destination Image on Tourist Revisit Intention through Green Perceived Value and Satisfaction

Ananda Windi Sukosyah; Ananda Sabil Hussein; Ikhtiara Kaideni Isharina

doi:10.37641/jimkes.v13i5.3671

Authors

Ananda Windi Sukosyah Universitas Brawijaya, Indonesia
Ananda Sabil Hussein Universitas Brawijaya, Indonesia
Ikhtiara Kaideni Isharina Universitas Brawijaya, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i5.3671

Keywords:

Green Destination Image, Green Perceived Value, Revisit Intention, Tourist Satisfaction

Abstract

Tourism that embraces environmentally friendly practices plays a vital role in ensuring nature conservation for future generations. This study aims to examine the influence of green destination image on revisit intention, with green perceived value and tourist satisfaction as mediating variables. Using a quantitative approach and purposive sampling, the research involved 200 tourists who had visited Tiga Warna Beach more than once in the past six months. The findings reveal that an environmentally friendly destination image and tourist satisfaction significantly influence tourists' intention to revisit. Furthermore, both green perceived value and tourist satisfaction act as partial mediators, strengthening the relationship between destination image and revisit intention. These results highlight the importance of building a strong green image and enhancing visitor satisfaction to foster loyalty. Tourism managers at Tiga Warna Beach are encouraged to develop strategies that increase return visits, such as promoting conservation efforts and engaging tourists through personalized communication. This study contributes valuable insights into the green tourism sector and may serve as a reference for future research within the service industry, particularly in developing sustainable tourism models that prioritize environmental preservation.

Downloads

Download data is not yet available.

References

Abidin, Z., Harahab, N., Muhaimin, A. W., & Prabowo, M. O. Z. (2023). Millennial generation’s interest in traveling to the Three-Colored Clungup Mangrove Conservation (CMC) coastal ecotourism in Malang Regency, East Java. Marina Scientific Bulletin of Marine Socio-Economics and Fisheries, 9(2), 101–119.

Allameh, S. M., Pool, J. K., Jaberi, A., Salehzadeh, R., & Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2), 191–207.

Andreas, C., & Yuniati, T. (2016). The effect of product quality on customer loyalty with satisfaction as an intervening variable. Journal of Management Science and Research (JIRM), 5(5), 45–61.

Baloch, Q. B., Shah, S. N., Iqbal, N., Sheeraz, M., Asadullah, M., Mahar, S., & Khan, A. U. (2023). Impact of tourism development upon environmental sustainability: A suggested framework for sustainable ecotourism. Environmental Science and Pollution Research, 30(3), 5917–5930.

Bay Dünyaya, B. E., & Singh, A. (2020). Modeling domestic tourism: Motivations, satisfaction and tourist behavioral intentions. Heliyon, 6(9), 371–382.

Chen, Q., Li, Z., & Su, J. (2024). The effect of motivations on sustainable revisiting behavior in cross-cultural tourism: Mediating role of perceived value. International Journal of Sustainable Development & Planning, 19(7), 251–266.

Chrissanty, N., Bhaskara, G. I., & Nugroho, S. (2024). Management of the Three-Color Clungup Mangrove Conservation (CMC) by the Sendang Biru Bhakti Alam Foundation in Malang Regency, East Java. Scientific Journal of Wahana Pendidikan, 10(4), 528–535.

Cmctigawarna. (2024). Three-color CMC ecotourism. Retrieved February 18, 2025, from https://cmctigawarna.com/introduction

Cooper, M. A., Sparks, B., & Buckley, R. (2017). Green destination image: Construction, projection and perception. Proceedings Book, (1), 363–367.

D’Alessandro, F. (2016). Green building for a green tourism. A new model of eco-friendly agritourism. Agriculture and Agricultural Science Procedia, 8(4), 201–210.

Dewi, N. M. P., & Ekawati, N. W. (2017). The role of competitive advantage in mediating the effect of market orientation on marketing performance. E-Journal of Management Unud, 6(9), 4947–4977.

Fauzi, M. A., Hanafiah, M. H., & Kunjuraman, V. (2024). Tourists’ intention to visit green hotels: Building on the theory of planned behaviour and the value-belief-norm theory. Journal of Tourism Futures, 10(2), 255–276.

Ghozali, I. (2008). Structural equation modeling: Metode alternatif dengan partial least square (PLS). Semarang: Badan Penerbit Universitas Diponegoro.

Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2019). The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism. International Journal of Culture, Tourism and Hospitality Research, 13(2), 218–234.

Juliana, J., Putri, F. F., Wulandari, N. S., Saripudin, U., & Marlina, R. (2022). Muslim tourist perceived value on revisit intention to Bandung city with customer satisfaction as intervening variables. Journal of Islamic Marketing, 13(1), 161–176.

Kemenparekraf. (2020). Commitment of CMC Tiga Warna to become a mangrove conservation area. Retrieved January 9, 2025, from https://wonderfulimages.kemenparekraf.go.id/read/77/komitmen-cmc-tiga-warna-jadi-kawasan-konservasi-pohon-bakau

Kemenparekraf. (2023). Indonesian Minister of Tourism and Creative Economy invites island and archipelago countries to strengthen sustainable tourism. Retrieved February 7, 2025, from https://www.kemenparekraf.go.id/berita/siaran-pers-menparekraf-ri-ajak-negara-negara-pulau-dan-kepulauan-perkuat-pariwisata-berkelanjutan

Kwame Opoku, E., Tham, A., Morrison, A. M., & Wang, M. J. S. (2023). An exploratory study of the experiencescape dimensions and customer revisit intentions for specialty urban coffee shops. British Food Journal, 125(5), 1613–1630.

Lin, J., & Zhou, Z. (2022). The positioning of green brands in enhancing their image: The mediating roles of green brand innovativeness and green perceived value. International Journal of Emerging Markets, 17(6), 1404–1424.

Luvsandavaajav, O., Narantuya, G., Dalaibaatar, E., & Raffay, Z. (2022). A longitudinal study of destination image, tourist satisfaction, and revisit intention. Journal of Tourism and Services, 13(24), 128–149.

Madani, J. (2021). Formulation of desired pattern regarding to environmental policy making in the context of green tourism. Tourism Management Studies, 16(56), 251–278.

Mursid, A. (2023). Examining revisit intention from the basic foundation of Islam: The role of halal destination attributes and perceived value. Journal of Islamic Marketing, 14(5), 1325–1345.

Mursid, A. (2022). Halal destination attributes and revisits intention: The role of destination attractiveness and perceived value. International Journal of Tourism Cities, 8(2), 513–528.

Prabawa, I. W. S. W. (2017). Green tourism concept and green tourism marketing trend (literature study of green tourism and its implementation). Tourism Journal, 16(1), 47–53.

Quynh, N., Hoai, N. T., & Loi, N. V. (2021). The role of emotional experience and destination image on ecotourism satisfaction. Spanish Journal of Marketing-ESIC, 25(2), 312–332.

Rahayu, S., Aliyah, H., & Sudarwati, S. (2022). Green marketing and environmental knowledge for green tourism. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 46–55.

Rahmawati, R., Handayani, S. R., Suprapti, A. R., Airawaty, D., & Latifah, L. (2023). Green entrepreneurship based on local characteristics and culture to support sustainable eco-tourism: A case study. Journal of Intercultural Communication, 23(1), 66–75.

Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21(4), 1–21.

Sari, Y. M., Wicaksono, A. D., & Wijayanti, W. P. (2020). Tourist perceptions of the Three-Color Beach tourist attraction in Malang Regency. Planning for Urban Region and Environment Journal (PURE), 9(1), 143–150.

Septiandari, W., Hidayatullah, S., Alvianna, S., Rachmadian, A., & Sutanto, D. H. (2021). The influence of tourist destination image and service quality on visitor satisfaction at Three-Color Beach. Competence: Journal of Management Studies, 15(2), 134–148.

Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy: Cruisers’ experience, service convenience, values, satisfaction and revisit intention. International Journal of Quality & Reliability Management, 35(10), 2304–2327.

Suban, S. A. (2024). Visitor’s emotional experience in predicting destination image, satisfaction and intention to revisit: A spa tourism perspective. International Hospitality Review, 8(2), 513–528.

Suwarduki, P. R., Yulianto, E., & Mawardi, M. K. (2016). The influence of electronic word of mouth on destination image and its impact on interest and decision to visit (survey on active followers of Indtravel Instagram account who have visited tourist destinations in Indonesia). Journal of Business Administration, 37(2), 1–10.

Ting, H., & Thurasamy, R. (2016). What matters to infrequent customers: A pragmatic approach to understanding perceived value and intention to revisit trendy coffee café. SpringerPlus, 5(2), 1–11.

Tribowo, A., Marjuka, Y. M., & Kausar, D. R. K. (2017). Selection of priority beaches with the principle of community based tourism in the Clungup Mangrove Conservation Area, Sendangbiru Hamlet, Malang Regency. Journal of Tourism Destination and Attraction, 5(5), 13–23.

Wakila, H. H. R., Munajat, M. D. E., & Kudus, I. (2022). Implementasi program pengembangan destinasi wisata di kawasan Pantai Pangandaran oleh Dinas Pariwisata dan Budaya Pangandaran saat Covid-19. JANE-Jurnal Administrasi Negara, 14(1), 32–48.

Weber, F. (2019). Demand for sustainable tourism. Corporate Sustainability and Responsibility in Tourism: A Transformative Concept, 8(3), 265–281.

Yasinta, I. V., Hariani, D., & Herawati, A. R. (2022). Implementation of tourism activity restriction policy in Semarang City during the Covid-19 pandemic. Journal of Public Policy and Management Review, 11(2), 39–56.

Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of Destination Marketing & Management, 8(5), 326–336.

Zulfiqar, U., Aman-Ullah, A., Mehmood, W., & Singh, H. (2024). Destination image and revisit intentions: A mediation-moderation study through tourist satisfaction and place attachment. Global Knowledge, Memory and Communication, 8(2), 513–528.