Examining the structural relations among hikers' assessment of pull-factors, satisfaction and revisit intentions: The case of mountain tourism in Malaysia

The objective of this study is to offer an integrated approach to understanding the pull-factors that influence hikers to hike certain mountains and the causal relations among the assessment of pull-factors, overall satisfaction, and revisit intentions. A research model was proposed in which three hypotheses were developed. Data were collected from a survey of hikers participating in mountain tourism in Malaysia. A total of 396 questionnaires were returned and analysed using Structural Equation Modelling (SEM). The pull-factors that influence the hikers' to hike certain mountains are the effectiveness of the organising company, trail accessibility, perceived safety risks and the landscape of the mountain. The mountain landscape is the most important factor influencing hikers' assessment to hike certain mountains, followed by the role of the organising company. The mountain landscape emerges as the strongest predictor of the intention to revisit a mountain.Management ImplicationsIn the Marketing for mountain tourism destinations four aspects are relevant:- landscape character- accessibility- organizing company and - perceived risk. Hikers have favourable revisit intentions when they perceive their hiking experience as extraordinary. Therefore marketing and management should help the hikers to value the specific attributes of their hiking experience.