How event quality affects satisfaction and revisit intention from the theory of planned behaviour

Jaffry Zakaria

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Type :	Article
Subject :	G Geography (General)
ISBN :	2078-5585
Main Author :	Jaffry Zakaria
Additional Authors :	Omar Firdaus Mohd Said
Title :	How event quality affects satisfaction and revisit intention from the theory of planned behaviour
Hits :	66

Place of Production :	Tanjung Malim
Publisher :	Fakulti Sains Sukan & Kejurulatihan
Year of Publication :	2024
Notes :	South African Journal of Business Management
Corporate Name :	Universiti Pendidikan Sultan Idris
HTTP Link :	Click to view web link
PDF Full Text :	You have no permission to view this item.

Abstract : Universiti Pendidikan Sultan Idris

Purpose: The study aims to enhance the original theoretical framework of tourism planning by examining how event quality (ETQ), attitude (ATT), subjective norms (SNs), perceived behavioural control (PBC) and satisfaction (SAT) influence tourists’ revisit intention (RI). In addition, it aims to explore the connections between ETQ, tourists’ SAT and revisit intenion, addressing a critical gap in the literature. Design/methodology/approach: The authors gathered data from 491 domestic tourists who attended the inaugural Guizhou ‘Beautiful Countryside’ Basketball League in Guizhou, China, in 2023. Partial least squares structural equation modelling was employed to assess both the measurement and structural models in the study. Findings/results: The results revealed significant positive direct effects of ATT, ETQ, SAT, PBC and SN on RI. Furthermore, ETQ indirectly influences RI through SAT, highlighting SAT as a key mediator in this relationship. The extended theory of planned behaviour (ETPB), which included ETQ and SAT as newly integrated variables, provided a stronger framework for understanding the heightened influence of ETQ on RI. Practical implications: This study enhances the theory of planned behaviour model by integrating ETQ and SAT, offering valuable insights for extending the ETPB theory. While this contribution is significant, it also presents certain limitations. Originality/value: This article addresses a crucial gap by exploring how enhancing ETQ can directly improve tourist SAT and boost RI. It provides fresh insights into optimising event experiences, which is essential for sustainable tourism development and repeat visitor engagement. © 2024. The Authors.

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