Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB)

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2021-02-15 DOI:10.1108/SJME-12-2019-0109

G. Abbasi, Janani Kumaravelu, Y. Goh, K. Singh

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引用次数: 81

Abstract

Purpose The purpose of this study is to unearth the factors that influence tourists’ revisit intention. The proposed model of the study is grounded on using the theory of planned behaviour (TPB) and extending it with additional variables, i.e. satisfaction, destination image, perceived risk, service quality and perceived value. Design/methodology/approach This study adopted a cross-sectional approach to collect data. The data were collected by conducting a field survey questionnaire on 330 respondents and were analysed using partial least squares version 3.2.9. Findings The results show that perceived behavioural control, perceived value, destination image and satisfaction significantly affect visitors’ revisit intention. The influence of perceived value, perceived service quality and destination image on satisfaction is also confirmed. On the other hand, satisfaction is found to be a significant mediator between perceived service quality, destination image and perceived value. Originality/value The extended TPB model that includes perceived service quality, perceived value, perceived risk and satisfaction provided a model with a theoretical basis to explain tourist revisit intentions to a tourist destination.

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通过扩展计划行为理论(TPB)来理解重访目的地的意图

目的本研究的目的是发掘影响游客重游意愿的因素。本研究提出的模型以计划行为理论(TPB)为基础，并将其扩展为额外的变量，即满意度、目的地形象、感知风险、服务质量和感知价值。设计/方法/方法本研究采用横断面法收集数据。通过对330名受访者进行实地调查问卷收集数据，并使用3.2.9版本的偏最小二乘法进行分析。结果表明，感知行为控制、感知价值、目的地形象和满意度对游客的重游意愿有显著影响。感知价值、感知服务质量和目的地形象对满意度的影响也得到了证实。另一方面，满意度是感知服务质量、目的地形象和感知价值之间的显著中介。原创性/价值包括感知服务质量、感知价值、感知风险和满意度的扩展TPB模型为解释旅游者对旅游目的地的重游意向提供了理论基础。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.