The Impact of Green Practices, Service Quality, and Tourist Motivation on Satisfaction and Revisit Intention

Sustainable tourism today is recognized not only as an environmental approach but also as a competitive strategy for attracting and retaining tourists. This study aims to examine the impact of green practices, service quality, and tourist motivation on tourist satisfaction, as well as the effect of satisfaction on the intention to revisit. The statistical population consisted of domestic and international tourists who traveled to Yazd, a cultural and sustainable destination, during the spring and summer of 2025. These tourists visited the region motivated by pursuits such as culture, history, relaxation, and responsible tourism. Data were collected using a five-point Likert scale questionnaire and analyzed through structural equation modeling using PLS3 software. The findings revealed that green practices, service quality, and tourist motivation positively influence tourist satisfaction, which in turn plays a key role in enhancing the intention to revisit.