Factors That Influence the tourists' or Potential Tourists' Intention to Visit and the Contribution to the Corporate Social Responsibility Strategy for Eco-Tourism

Abstract

This article shared the Kuala Kubu Bharu-Fraser's Hill areas and activities of the eco-tourism corporate social responsibility strategy in Malaysia. It describes the factors that influence the tourists' or potential tourists' intention to visit as well as focuses on the enjoyment element as an adaptation and extension to the Theory of Reasonable Action and Stimulus Research Model. The empirical results from the quantitative analysis suggest that enjoyment, attitude as well as social norm are significant factors that contribute to influence the tourists' or potential tourists' intention to visit. With the growth of the eco-tourism industry globally, there is a greater call for corporate social responsibility strategy by organizations. Thus, this article discusses the potential of eco-tourism for corporate social responsibility green business. It is vital to emphasize the customer expectation and the business corporate social responsibility for the sustainability development of the eco-tourism locality.