DOES ENVIRONMENTAL STIMULUS MATTERS TO TOURISTS' SATISFACTION AND REVISIT INTENTION: A STUDY ON RURAL TOURISM DESTINATIONS IN SARAWAK, MALAYSIA

Abstract

Globally, the COVID-19 pandemic has had a significant influence on international tourist arrivals and receipts. This study examines the effect of environmental stimuli on tourists' satisfaction and intention to revisit rural tourism destinations in Sarawak, Malaysia. To determine the fitness of the measuring model and structural model, a total of 272 valid surveys were used. Interestingly, empirical evidence indicates that the majority of identified environmental stimuli (i.e., environmental quality, carrying capacity, and relaxation) significantly contribute to tourists' satisfaction. Additionally, it was revealed that satisfied tourists have a higher likelihood of returning, especially to rural tourism destinations in Sarawak. Additionally, a favorable attitude of local communities was discovered to be a key moderator in increasing the relationship between visitor satisfaction and intention to revisit.