Original Research

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

Xuexin Liu, Jaffry Zakaria, Omar F. Mohd Said
South African Journal of Business Management | Vol 55, No 1 | a4727 | DOI: https://doi.org/10.4102/sajbm.v55i1.4727 | © 2024 Xuexin Liu, Jaffry Zakaria, Omar F. Mohd Said | This work is licensed under CC Attribution 4.0
Submitted: 05 June 2024 | Published: 25 October 2024

About the author(s)

Xuexin Liu, Faculty of Sports Science and Coaching, Universiti Pendidikan Sultan Idris, Tanjong Malin, Malaysia; and, Department of Physical Education, Guizhou Education University, Guiyang, China
Jaffry Zakaria, Faculty of Sports Science and Coaching, Universiti Pendidikan Sultan Idris, Tanjong Malin, Malaysia
Omar F. Mohd Said, Faculty of Sports Science and Coaching, Universiti Pendidikan Sultan Idris, Tanjong Malin, Malaysia

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.


Keywords

event quality; tourist satisfaction; revisit intention; theory of planned behaviour; Partial Least Squares Structual Equation Modeling

JEL Codes

G14: Information and Market Efficiency • Event Studies • Insider Trading; L83: Sports • Gambling • Restaurants • Recreation • Tourism

Sustainable Development Goal

Goal 12: Responsible consumption and production

Metrics

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