Revisiting ecotourism: Unpacking the role of planned behavior, environment concern, and government support

Regulated ecotourism destinations play a crucial role in protecting and restoring fragile natural ecosystems. Through sustainable management, ecotourism initiatives contribute to maintaining water quality, conserving forests, restoring coral reefs, and preserving habitats for rare flora and fauna. Beyond environmental preservation, ecotourism also fosters awareness among visitors regarding the importance of responsible tourism behavior. This study aims to examine the influence of environmental concern and government support on revisit intention, with the Theory of Planned Behavior (TPB) serving as the theoretical framework. In particular, the research investigates how environmental concern and perceived government support shape tourists’ attitudes, subjective norms, and perceived behavioral control, which in turn determine their revisit intentions. A quantitative research design was employed, using a structured questionnaire distributed to 200 tourists who had previously visited ecotourism destinations. The collected data were analyzed using SEMPLS to test the hypothesized relationships. The results indicate that both environmental concern and government support exert a significant positive influence on the key constructs of the TPB framework. Furthermore, attitude, subjective norms, and perceived behavioral control central determinants of TPB demonstrated a strong and positive effect on revisit intention. These findings highlight the importance of integrating environmental awareness campaigns with supportive governmental policies to strengthen tourists’ pro-environmental behaviors and encourage sustainable ecotourism practices. From a managerial perspective, ecotourism providers are advised to design programs that not only showcase natural attractions but also instill ecological responsibility in visitors. Simultaneously, governments should continue to invest in infrastructure, regulatory frameworks, and promotional activities that support ecotourism development. Overall, this study underscores the critical interplay between environmental concern, government support, and behavioral intentions, offering valuable insights for policymakers, destination managers, and researchers committed to advancing sustainable tourism.