DOMESTIC TOURISTS’ REVISIT INTENTION TO MANGROVE TOURISM IN JAKARTA: A THEORY OF PLANNED BEHAVIOR APPROACH
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Shabilla Maharani Wiyana(1*)
Department of Management, Faculty of Economics and Business, Universitas Trisakti
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Khaerun Nissa Billa(2)
Department of Management, Faculty of Economics and Business, Universitas Trisakti
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Kurniawati Kurniawati(3)
Department of Management, Faculty of Economics and Business, Universitas Trisakti
(*) Corresponding Author
Keywords:
Green Marketing, Environmental Knowledge, Environmental Advertisement, Moral Norms, Attitude, Revisit Intention
Abstract
This study aims to analyze the factors influencing the revisit intention of domestic tourists to mangrove tourism destinations in the Jakarta area using the Theory of Planned Behavior (TPB) approach. The main focus is directed toward the influence of environmental knowledge, environmental advertising, and moral norms on tourists' attitudes, as well as the impact of these attitudes on revisit intention. This study utilizes a quantitative method, employing a cross-sectional survey approach involving 361 respondents who have visited mangrove tourism areas in Jakarta. The sampling technique used is purposive sampling, while data analysis is conducted using the Structural Equation Modeling (SEM) method with the assistance of AMOS software.
Keywords: Green Marketing; Environmental Knowledge; Environmental Advertisement; Moral Norms; Attitude; Revisit Intention
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References
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https://doi.org/10.3389/fpsyg.2022.1060404
Tongco, Ma. D. C. (2007). Purposive Sampling as a Tool for Informant Selection. Ethnobotany Research and Applications, 5, 147–158.
Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, 172, 1152–1162. https://doi.org/10.1016/j.jclepro.2017.10.047
Wang, S., Wang, J., Wan, L., & Wang, H. (2022). Social norms and tourists’ pro-environmental behaviors: Do ethical evaluation and Chinese cultural values matter? Journal of Sustainable Tourism, 31, 1–17.
https://doi.org/10.1080/09669582.2022.2049805
Wu, J. (Snow), Font, X., & Liu, J. (2020). Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement? Journal of Travel Research, 60, 735–748. https://doi.org/10.1177/0047287520910787
https://doi.org/10.14505/jemt.v12.6(54).01
Ajzen, I. (1991a). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, M., Ullah, S., Ahmad, M. S., Cheok, M. Y., & Alenezi, H. (2023). Assessing the impact of green consumption behavior and green purchase intention among millennials toward sustainable environment. Environmental Science and Pollution Research, 30(9), 23335–23347. https://doi.org/10.1007/s11356-022-23811-1
Ali Memon, M., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Huei Cham, T. (2020). Journal of Applied Structural Equation Modeling Sample Size For Survey Research: Review And Recommendations. In Journal of Applied Structural Equation Modeling (Vol. 4, Issue 2).
Canova, L., Bobbio, A., & Manganelli, A. M. (2023). Sustainable purchase intentions: The role of moral norm and social dominance orientation in the theory of planned behavior applied to the case of fair trade products. Sustainable Development, 31(2), 1069–1083. https://doi.org/10.1002/sd.2441
Chung, K. C. (2020). Green marketing orientation: achieving sustainable development in green hotel management. Journal of Hospitality Marketing and Management, 29(6), 722–738. https://doi.org/10.1080/19368623.2020.1693471
Conner, M., & Armitage, C. J. (1988). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. In Journal of Applied Social Psychology (Vol. 28). Sutton.
Fadilla, Z., Taqwin, Ketut, M., Ardiawan, N., Eka, M., Karimuddin, S., Misbahul, A., Ummul, J., Suryadin, A., & Saputra, N. (2022). Metodologi Penelitian Kuantitatif. Yayasan Penerbit Muhammad Zaini.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23.
Gulati, K., Sharma, D., & Vrat, P. (2025a). Examining attributes of Indian travelers’ revisitation intent toward sustainable hotels. Journal of Advances in Management Research. https://doi.org/10.1108/JAMR-10-2024-0384
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis Eighth Edition. www.cengage.com/highered
Han, H. (2015). Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164–177. https://doi.org/10.1016/j.tourman.2014.09.014
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, 45, 22–33.
https://doi.org/10.1016/j.ijhm.2014.11.004
Hanafiah, M. H., Patwary, A. K., Hussein, A. S., & Azwar, H. (2025a). Glamorous green tourism: exploring the intersection of green marketing practices and tourist planned behavior in glamping tourism. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-10-2024-1088
Ibnou-Laaroussi, S., Rjoub, H., & Wong, W. K. (2020). Sustainability of green tourism among international tourists and its influence on the achievement of green environment: Evidence from North Cyprus. Sustainability (Switzerland), 12(14), 1–24. https://doi.org/10.3390/su12145698
Jiang, Y., & Gao, Y. (2019). Factors that Influence Potential Green Hotel Customers’ Decision-making Process–Evidence from China. Journal of China Tourism Research, 15(4), 455–477. https://doi.org/10.1080/19388160.2018.1558139
Kock, N. (2018). Should Bootstrapping Be Used In PLS-SEM? Toward Stable P-Value Calculation Methods Ned Kock. Journal of Applied Structural Equation Modeling, 2(1), 1–12.
Liao, C., Yu, H., & Zhu, W. (2020). Perceived knowledge, coping efficacy and consumer consumption changes in response to food recall. Sustainability (Switzerland), 12(7), 1–19. https://doi.org/10.3390/su12072696
Mohamed, Z., Hasbiah Ubaidullah, N., & Ilyana Mohd Yusof, S. (2018). An Evaluation of Structural Model for Independent Learning Through Connectivism Theory and Web 2.0 Towards Students’ Achievement. Advances in Engineering Research, 175.
Naparin, M., & Karsudjono, A. (2025). Wetland conservation tourism marketing: the effects of perceived sustainability and biodiversity knowledge on environmental awareness and pro-environmental behavior in Bakut Island. Cogent Social Sciences, 11. https://doi.org/10.1080/23311886.2025.2486552
Nguyen-Viet, B. (2022). Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity. Journal of Food Products Marketing, 28(2), 87–103.
https://doi.org/10.1080/10454446.2022.2043212
Prior, S., Campbell, S., Greenwood, M., Shearer, T., Walker, K., & Young, S. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25. https://doi.org/10.1177/1744987120927206
Quintal, V., Lee, J., & Soutar, G. (2010). Risk, uncertainty and the theory of planned behavior: A tourism example. Tourism Management, 31, 797–805. https://doi.org/10.1016/j.tourman.2009.08.006
Rainear, A. M., & Christensen, J. L. (2022). Examining Pre-existing Environmental Beliefs: Using a PSA to Investigate the Role of Self-Efficacy and Response Efficacy on Behavioral Intentions. Communication Studies, 73(2), 151–170. https://doi.org/10.1080/10510974.2022.2026426
Sanjaya, D., Arief, M., Setiadi, N., & Heriyati, P. (2024). Exploring the role of digital green marketing campaigns and environmental beliefs in shaping tourist behavior and revisit intentions in eco-tourism. Journal of Eastern European and Central Asian Research (JEECAR), 11, 553–572. https://doi.org/10.15549/jeecar.v11i3.1693
Schwartz, S. H. (1977). Normative influences on altruism. Advances in Experimental Social Psychology, 10(C), 221–279. https://doi.org/10.1016/S0065-2601(08)60358-5
Senooane, B. C., & Mkhize, N. H. B. (2025a). Spirituality, moral norms, and habit as determinants of intention to visit green hotels. Consumer Behavior in Tourism and Hospitality, 20(2), 294–309. https://doi.org/10.1108/CBTH-07-2024-0237
Sofya, A., Chusnul Novita, N., Afgani, M. W., & Isnaini, M. (2024). Metode Survey: Explanatory Survey dan Cross Sectional dalam Penelitian Kuantitatif. Edu Society: Jurnal Pendidikan, Ilmu Sosial, Dan Pengabdian Kepada Masyarakat, 4, 1695–1708. https://doi.org/https://doi.org/10.56832/edu.v4i3.556
Tang, H., Ma, Y., & Ren, J. (2022). Influencing factors and mechanism of tourists’ pro-environmental behavior – Empirical analysis of the CAC-MOA integration model. Frontiers in Psychology, Volume 13-2022.
https://doi.org/10.3389/fpsyg.2022.1060404
Tongco, Ma. D. C. (2007). Purposive Sampling as a Tool for Informant Selection. Ethnobotany Research and Applications, 5, 147–158.
Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, 172, 1152–1162. https://doi.org/10.1016/j.jclepro.2017.10.047
Wang, S., Wang, J., Wan, L., & Wang, H. (2022). Social norms and tourists’ pro-environmental behaviors: Do ethical evaluation and Chinese cultural values matter? Journal of Sustainable Tourism, 31, 1–17.
https://doi.org/10.1080/09669582.2022.2049805
Wu, J. (Snow), Font, X., & Liu, J. (2020). Tourists’ Pro-environmental Behaviors: Moral Obligation or Disengagement? Journal of Travel Research, 60, 735–748. https://doi.org/10.1177/0047287520910787
Published
2026-03-02
How to Cite
Wiyana, S., Billa, K., & Kurniawati, K. (2026). DOMESTIC TOURISTS’ REVISIT INTENTION TO MANGROVE TOURISM IN JAKARTA: A THEORY OF PLANNED BEHAVIOR APPROACH. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 189-203. https://doi.org/10.35508/jom.v19i1.23697
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Articles
