Tourist Revisit Intention in Post COVID-19 Pandemic: A Modified Perspective from the Theory of Planned Behavior (TPB) with a Focus on Destination Image

Abstrak

The impact of the Covid-19 pandemic over the past three years has severely affected the tourism industry, particularly in West Sulawesi. The substantial decline in tourist visits is attributed to concerns about various risks. In January 2023, the Indonesian government officially lifted the PPKM (social distancing) regulations, allowing most activities, including tourism, to return to normal. Recognizing this opportunity, it is imperative for all stakeholders to implement effective actions and policies to rejuvenate Indonesian tourism, with a particular focus on West Sulawesi. The objective of this study is to investigate the interplay between attitude, subjective norm, and perceived behavioral control. This research adopts a modified perspective from the theory of planned behavior to understand tourist revisit intentions to Karampuang Island, West Sulawesi, with the mediating variable being destination image. A non-probability sampling technique was employed, and questionnaires were distributed using an online application (Google Form) to 165 respondents who had previously visited Karampuang Island. The findings reveal that the modified perspective of the theory of planned behavior, encompassing attitudes, subjective norms, and perceptions of behavioral control, significantly influences destination image. Additionally, the perception of risk significantly impacts tourists' intentions and attitudes towards returning, while subjective norms and perceptions of behavioral control play a significant role in the intention to revisit. Furthermore, attitudes, subjective norms, and perceptions of behavioral control exert a direct influence on tourists' return visits, with destination image serving as a mediating variable.