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

Jaffry Zakaria

Abstract

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.

References

Abbasi, G.A., Kumaravelu, J., Goh, Y.-N., & Dara Singh, K.S. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing – ESIC, 25(2), 282–311. https://doi.org/10.1108/SJME-12-2019-0109.

Abbasi, G.A., Su-Yee, S., & Goh, Y.-N. (2020). An integrative approach for determining consumers mobile advertising related attitudes and intentions. International Journal of Interactive Mobile Technologies (IJIM), 14(15), 95. https://doi.org/10.3991/ijim.v14i15.14955.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.

Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261–277. https://doi.org/10.1037/h0076477.

Al-Laymoun, M., Alsardia, K., & Albattat, A. (2020). Service quality and tourist satisfaction at homestays. Management Science Letters, 10(1), 209–216. https://doi.org/10.5267/j.msl.2019.8.002.

Alam, M.S., & Paramati, S.R. (2016). The impact of tourism on income inequality in developing economies: Does Kuznets curve hypothesis exist? Annals of Tourism Research, 61, 111–126. https://doi.org/10.1016/j.annals.2016.09.008.

Alexandris, K., Theodorakis, N., Kaplanidou, K., & Papadimitriou, D. (2017). Event quality and loyalty among runners with different running involvement levels: The case of ‘The Alexander the Great’ International Marathon. International Journal of Event and Festival Management, 8(3), 292–307. https://doi.org/10.1108/IJEFM-08-2016-0057.

Ali, F., Rasoolimanesh, S.M., Sarstedt, M., Ringle, C.M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514–538. https://doi.org/10.1108/IJCHM-10-2016-0568.

Aliedan, M.M., Sobaih, A.E.E., & Elshaer, I.A. (2021). Influence of cities-based entertainment on tourist satisfaction: Mediating roles of destination image and experience quality. Sustainability, 13(19), 11086. https://doi.org/10.3390/su131911086.

Armitage, C.J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471–499. https://doi.org/10.1348/014466601164939.

Assaker, G., Vinzi, V.E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: A two factor, non-linear latent growth model. Tourism Management, 32(4), 890–901. https://doi.org/10.1016/j.tourman.2010.08.004.

Bayih, B.E., & Singh, A. (2020). Modeling domestic tourism: Motivations, satisfaction and tourist behavioral intentions. Heliyon, 6(9), e04839. https://doi.org/10.1016/j.heliyon.2020.e04839.

Belanche, D., Casaló, L.V., & Flavián, C. (2019). Artificial intelligence in FinTech: Understanding robo-advisors adoption among customers. Industrial Management & Data Systems, 119(7), 1411–1430. https://doi.org/10.1108/IMDS-08-2018-0368.

Chen, X., Yim, B.H., Tuo, Z., Zhou, L., Liu, T., & Zhang, J.J. (2021). ‘One event, one city’: Promoting the loyalty of marathon runners to a Host City by improving event service quality. Sustainability, 13(7), 3795. https://doi.org/10.3390/su13073795.

Chang, M.X., Choong, Y.O., Ng, L.P., & Seow, A.N. (2022). The importance of support for sport tourism development among local residents: the mediating role of the perceived impacts of sport tourism. Leisure Studies, 41(3), 420–436. https://doi.org/10.1080/02614367.2021.2011950.

Chen, Z., Li, S., Wu, Q., Wu, Z., & Xin, S. (2023). The decision-making determinants of sport tourists: A meta-analysis. Current Issues in Tourism, 26(12), 1894–1914. https://doi.org/10.1080/13683500.2022.2077175.

Cho, H., Joo, D., & Woosnam, K.M. (2020). Sport tourists’ team identification and revisit intention: Looking at the relationship through a Nostalgic lens. Journal of Hospitality & Tourism Research, 44(6), 1002–1025. https://doi.org/10.1177/1096348020926550.

Cohen, J. (2013). Statistical Power Analysis for the Behavioral Sciences. In Statistical Power Analysis for the Behavioral Sciences. Routledge. https://doi.org/10.4324/9780203771587.

Elfi Azhar, M.J., Andi Prayogi, M., & Sari, M. (2019). The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir. Revista Hospitalidade, 15(2), 125–138. https://doi.org/10.21714/2179-9164.2018v15n2.007.

Emerson, R.W. (2021). Convenience sampling revisited: Embracing its limitations through thoughtful study design. Journal of Visual Impairment & Blindness, 115(1), 76–77. https://doi.org/10.1177/0145482X20987707.

Erul, E., Woosnam, K.M., & McIntosh, W.A. (2020). Considering emotional solidarity and the theory of planned behavior in explaining behavioral intentions to support tourism development. Journal of Sustainable Tourism, 28(8), 1158–1173. https://doi.org/10.1080/09669582.2020.1726935.

Etikan, I. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1. https://doi.org/10.11648/j.ajtas.20160501.11.

Fielding, K.S., McDonald, R., & Louis, W.R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318–326. https://doi.org/10.1016/j.jenvp.2008.03.003.

Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104.

Fotiadis, A., Xie, L., Li, Y., & Huan, T.-C.T.C. (2016). Attracting athletes to small-scale sports events using motivational decision-making factors. Journal of Business Research, 69(11), 5467–5472. https://doi.org/10.1016/j.jbusres.2016.04.157.

García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262. https://doi.org/10.1016/j.smr.2017.07.003.

Gillison, S.T., & Reynolds, K.E. (2018). Satisfaction while shopping for another person: How others’ product evaluations influence shopper satisfaction. Journal of Marketing Theory and Practice, 26(3), 211–229. https://doi.org/10.1080/10696679.2018.1450635.