Ecotourism Intention in Jordan: The Role of Ecotourism Attitude, Ecotourism Interest, and Destination Image

Authors

Mohammad Faleh Hunitie, Department of Public Administration, School of Business, The University of Jordan, Amman, JordanDepartment of Public Administration, School of Business, The University of Jordan, Amman, JordanFollow
Shadi Saraireh, Banking and Financial Sciences Department, Amman College of Banking and Financial Sciences, Al-Balqa Applied University, Amman, JordanFollow
Hussein Salem Al-Srehan, College of Education, Humanities and Social Science, Al Ain University, Al Ain, UAEFollow
Ali Zakariya Al- Quran, Department of Business Administration, School of Business, Al al-Bayt University, Mafraq, JordanFollow

Abstract

The goal of this research was to check the impact of eco-tourism attitude, eco-tourism interest, and destination image on eco-intention. The sample size of this study was 309, gathered using convenience sampling. The data collection instrument was developed using five-point Likert scale. The data was analyzed by using PLS-SEM. The findings of data analysis showed that the ecotourism attitude was positively affecting the ecotourism interest. However, ecotourism attitude was not significantly affecting the ecotourism intention. The ecotourism interest was positively affecting the ecotourism intention. The destination image was also significantly affecting ecotourism intention. Ecotourism service operators may work with tourism community members for creating projects targeting domestic people and provide them with learning experiences regarding nature, ecological and cultural heritage protection attempts and initiatives, and how ecotourism will support such efforts and initiatives and conserve them.

Recommended Citation

Faleh Hunitie, Mohammad; Saraireh, Shadi; Salem Al-Srehan, Hussein; and Zakariya Al- Quran, Ali (2022) "Ecotourism Intention in Jordan: The Role of Ecotourism Attitude, Ecotourism Interest, and Destination Image," Information Sciences Letters: Vol. 11 : Iss. 5 , PP -.
Available at: https://digitalcommons.aaru.edu.jo/isl/vol11/iss5/41