Factors affecting revisit intention of community-based tourism in tok bali. Kelantan: tourist perspective

Tourists’ revisit intention towards community-based tourism destinations in the context of a developing country. Atmosphere, cultural environment, and destination brand attachment towards community-based tourism destinations in a developing country are investigated to determine what contributes to tourists’ revisit intention. In this study, a causal research design was adopted and employed descriptive and Partial Least Squares- Structural Equation Modeling (PLS-SEM). This study surveyed tourists from community-based tourism destinations in Kelantan, Malaysia. The study suggests to practitioners that it is crucial to understand the impact of atmosphere, cultural environment, and destination brand of community-based tourism destinations, as well as revisit intention, especially, in developing effective marketing strategies for better market segmentation and targeting. Thus,
the outcome of this study will help to expand the current knowledge on similar areas of community-based tourism destinations, and the contributory effect of atmosphere, and cultural environment on re-visit intention towards community-based tourism destinations in a developing country context.

Keywords: Atmosphere Cultural environment; Destination brand; Revisit Intention; Community-based tourism destination.