Post-pandemic ecotourism in Langkawi: motivational factors and revisit intentions

Purpose Ecotourism has grown rapidly around the world, creating significant opportunities to contribute to the development of sustainable tourism. Given that tourism and ecotourism are key and rapidly changing industries in Malaysia, this study is critical in determining whether Langkawi remains appealing to ecotourists as a premier ecotourism destination, especially after the unprecedented world crisis, the COVID-19 pandemic. Design/methodology/approach The study examined factors influencing revisit intention to Langkawi by conducting field surveys at strategic locations around Langkawi. A total of 169 respondents were interviewed, representing the ecotourist community. Multiple linear regression was conducted to examine motivational factors of ecotourists to Langkawi. Findings The results indicated that Langkawi remains a desirable ecotourism attraction in Malaysia. Further analysis revealed that the island’s destination attributes were the most significant factor in predicting future revisits. This includes the newly introduced attribute, the Heritage List, which showed that Langkawi should put considerable effort into maintaining its heritage resources, as this is the primary reason for the return visits of the ecotourists. Research limitations/implications This study is limited to Langkawi and may not be generalisable to other sites. Future research could expand the scope to include comparative studies with other ecotourism destinations. Practical implications Recognising the ecotourist’s motivation through push and pull factors should facilitate destination managers, marketers and the Langkawi Development Authority (LADA) in promoting Langkawi as an ecotourism destination via proper tourism development planning, travel product planning, marketing plans and visitor attraction and retention. Originality/value This study revealed the factors and dimensions that influence ecotourism in Langkawi and provides crucial knowledge for relevant authorities and management to ensure prosperous ecotourism in Langkawi after the pandemic. The outcomes of this study have an impact on tourist development in Langkawi by utilising ecotourists as a driver for change.