Knowledge as Predictor for Visit Behavioral Intention with Attitude and Trust as Mediator

(Study of Green Tourism Destination in West Sumatra)

  • Santi Palupi Arianti, Yenita

Abstract

This research is done to ascertain the predictive ability of green knowledge, green trust and green attitude towards green visit behavioral intention. As with the mediation ability of green trust for green knowledge and green visit behavioral intention, green attitude mediation for green knowledge and green visit behavioral intention, mediation ability of green attitude and green trust for green knowledge and green visit behavioral intention. Research model utilized on this research is cross sectional descriptive method with SEM PLS analysis tool. The data in this research are gathered through surveys via questioner to 478 respondents which are tourist and would-be tourist of Western Sumatra.

The result of the research indicates that green trust and green attitude are positive predictors for green visit behavioral intention. Although green knowledge is not a directly significant positive predictor for green visit behavioral intention, but green trust and green attitude are proven to be able to mediate green knowledge and green visit behavioral intention. In other words, green knowledge is able indirectly predict green visit behavioral intention. Knowing this result, a strategy must be devised to increase green knowledge, green trust and green attitude to increase green visit behavioral intention of green tourism destination of West Sumatra.

Published
2020-06-05