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

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.