Extending the Theory of Planned Behavior: Investigating Revisit Intention in Water Theme Parks

This study extends the theory of planned behavior (TPB) to investigate determinants of tourists’ revisit intention to Malaysia’s water theme parks. Data from 322 respondents were analyzed using PLS-SEM. Findings reveal that subjective norm, attitude, perceived behavioral 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.