Extending the Theory of Planned Behavior in Explaining Malaysian Tourists’ Revisit Intention to Temajuk Beach

Abstract

Aims: This study aims to examine the factors influencing Malaysian tourists’ revisit intention to Temajuk Beach by extending the Theory of Planned Behavior (TPB) with additional variables destination image, satisfaction, and local food affinity to provide a more comprehensive understanding of behavioral intention in border tourism contexts. Study Design: A quantitative research design was employed to test the relationships among cognitive, social, and affective variables affecting revisit intention using the extended TPB framework. Place and Duration of Study: The research was conducted at the Tourism Office and Temajuk Beach area, Paloh District, Sambas Regency, West Kalimantan, Indonesia, over an eight-month period following the reopening of the Malaysia–Indonesia border in August 2022. Methodology: A total of 200 Malaysian tourists were selected through purposive sampling. Data were collected via structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Reliability and validity were confirmed with Cronbach’s Alpha > 0.7 and AVE > 0.5. Hypothesis testing examined both direct and mediating relationships among attitude, subjective norm, perceived behavioral control, destination image, satisfaction, local food affinity, and revisit intention. Results: The findings show that attitude (p=0.007), subjective norm (p=0.032), perceived behavioral control (p=0.014), and destination image (p=0.002) significantly influence revisit intention. Satisfaction had no significant effect (p=0.087), while local food affinity strongly mediated the relationship between destination image and revisit intention (p=0.002). Destination image emerged as the most dominant predictor of revisit intention. Conclusion: The study concludes that emotional and sensory experiences particularly through destination image and local food affinity play a more critical role in encouraging tourist loyalty than satisfaction alone, offering valuable insights for sustainable tourism development and marketing.