The Moderating Effects of Perceived Risk in the Water Theme Park Industry: Applying the Extended Theory of Planned Behaviour

Abstract

The COVID-19 pandemic has significantly changed tourist behaviour. This study explores how the pandemic has changed family tourists’ confidence in travel, subsequently affecting their intention to revisit. This study aims to investigate the moderating effect of perceived risk and to examine various influential factors, based on the Theory of Planned Behaviour (TPB): attitude, subjective norm, and perceived behavioural control. The study includes new variables: satisfaction, water theme park image, perceived service quality, and perceived value, on tourists’ intentions to revisit water theme parks. A total of 332 valid responses were collected. The analysis used Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS software. The study revealed that perceived risk negatively moderates the relationship between attitude and revisit intention; however, it does not moderate the water theme park image and satisfaction. Additionally, attitude, subjective norm, perceived behavioural control, and satisfaction positively influence revisit intention, whereas the water theme park image does not positively influence it. Furthermore, the water theme park image, perceived service quality, and perceived value positively influence satisfaction. This current study has further strengthened the literature by extending the TPB model. This study also recommended water theme park operators and policymakers regarding the best strategies for encouraging tourists to revisit water theme parks. By applying the moderator of perceived risk and extending the factors of revisit intention, it would be interesting to incorporate into future research other variables that may contribute to strengthening the theory for enhancing tourist experience, particularly during the post-COVID-19 pandemic.