Validating Theory of Planned Behavior with Formative Affective Attitude to Understand Tourist Revisit Intention

Mohd Rosli Mohamad; Abdul Hazif Abdul Hamid

Title:
Validating Theory of Planned Behavior with Formative Affective Attitude to Understand Tourist Revisit Intention

Authors:
Abdul Hazif Abdul Hamid | Mohd Rosli Mohamad

Cite This Article :

Abdul Hazif Abdul Hamid | Mohd Rosli Mohamad "Validating Theory of Planned Behavior with Formative Affective Attitude to Understand Tourist Revisit Intention" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-2, February 2020, pp.594-598, URL: https://www.ijtsrd.com/papers/ijtsrd30059.pdf

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Abstract :
The aim of the study is to integrate affective attitude in Theory of Planned Behavior (TPB) to predict tourists’ revisit intention to UNESCO heritage sites in Melaka. A survey of 238 among international tourist was undertaken in Melaka, Malaysia. PLS-SEM was used to assess higher order model of three dimensional affective attitude as well as the measurement model and structural model. Hypothesized relationship between affective attitude, subjective norm, perceived behavioral control and revisit intention were examined. The results indicated that the proposed model had strong predictive ability regarding tourists’ revisit intention to UNESCO heritage sites. Theoretical and practical implications of the findings are discussed.

Keywords :
Revisit intention; affective attitude; subjective norm; perceived behavioral control

Publication Details:

Unique Identification Number : IJTSRD30059

Published In : Volume-4 | Issue-2, February 2020

Page Number(s) : 594-598

Publisher Name : IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470

Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

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