HOW IS IT RELEVANT TO TOURISTS’ REVISIT INTENTION: ANALYSIS OF EXTENDED THEORY OF PLANNED BEHAVIOUR (TPB) WITHIN WATER THEME PARK SETTING

This study extends the theory of planned behaviour (TPB) to investigate determinants of tourists’ revisit intention to Malaysia's water theme parks. Data from 322 respondents were analysed using PLS-SEM. Findings reveal that subjective norm, attitude, perceived behavioural control, and satisfaction significantly influence revisit intention, while water theme park image did not. Perceived value, water theme park image, and perceived service quality positively influence satisfaction. This study highlights the importance of employee training in enhancing performance, boosting tourist satisfaction, and improving water theme park image to promote revisit intention. As limited studies address this context, this study offers novel theoretical insights.

本研究拓展了计划行为理论（Theory of Planned Behaviour，TPB），以探究游客前往马来西亚水上主题乐园的重游意愿影响因素。本研究共收集322份有效受访者数据，并采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM）进行分析。研究结果表明，主观规范、态度、感知行为控制以及满意度均对重游意愿具有显著正向影响，而水上主题乐园形象则未表现出显著作用。感知价值、水上主题乐园形象与感知服务质量均对游客满意度存在显著正向影响。本研究强调了员工培训对于提升服务绩效、增强游客满意度以及优化水上主题乐园形象，进而推动游客重游意愿的重要性。鉴于当前针对该研究场景的相关学术研究较为匮乏，本研究可为相关领域提供新颖的理论见解。