<![CDATA[Driven by social media trends, mountain hiking has grown rapidly, leading to a proliferation of travel and open trip agencies. It also brings two major challenges: business sustainability due to fear of missing out (FOMO) driven demand and increasingly intense competition. Thus, repurchase intention becomes the key. This study aims to investigate repurchase intention by focusing on two aspects: how Marketing Communication effectively mitigates Perceived Risk, and how Destination Image enhances Perceived Enjoyment. A descriptive quantitative method using a questionnaire was adopted. The sample consisted of 265 hikers who joined mountain trips via travel agencies or open trips, chosen through purposive sampling. Data analysis was conducted using partial least squares structural equation modeling (SEM-PLS). The results supported the proposed risk and enjoyment pathways to repurchase intention. Providers should therefore attend to both routes: clear, informative communication before the trip that helps hikers anticipate and prepare for trip risks, and experiences hikers enjoy and associate with the provider.]]>
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