Predicting Tourist Revisit Intention by Applying the Extended Model of Goal-Directed Behaviour and Cognitive Dissonance Theory




push factor, pull factor, extended model of goal-directed behavior, cognitive dissonance theory


The primary aim of this study was to provide a better understanding of the decision-making cycle of Chinese and Japanese tourists by testing the hypothesis via an extended model of goal-directed behavior. This study was also aimed at extending the concept of the goal-direct model and cognitive dissonance theory by examining the revisit intention for tourism. These two countries represent more than half of the tourism market in Korea. Despite the huge market potential of Chinese and Japanese tourists, relatively little study has been founded on predicting the revisit intention of inbounded tourists. A survey material was developed by adapting measures used in previous studies that assessed the push factor, pull factor, attitude, subjective norm, perceived behavioral control, anticipated emotion, desire, cognitive dissonance, and revisit intention. Note that 580 cases were on-site surveyed as popular tourist destinations in Seoul, South Korea. The 545 cases were analyzed for the final results. Statistical analysis was conducted through demographic analysis, Confirmatory factor analysis, and SEM (Structural Equation Model) analyses. This study found that the decision to go to Korea is a sound, enthusiastic, and delicate choice measured by the variable of the MGB. Results likewise showed that the theory could be extended to incorporate the impact of inbound visitors' perception of cognitive dissonance. This study is to recognize the decision-making process influencing the revisit intention of Chinese and Japanese tourists and draw academic and practical implications from the difference of the impact on each element.


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Author Biography

Seungmin Nam, Korea National Park Research Institute, Wonju, South Korea


Seungmin Nam graduated from Kyunghee University in South Korea with a Ph.D in Tourism and is a researcher at Korea National Park Research Institute. Her interests mainly focus on eco-tourism, international tourism, destination marketing, and quantitative analysis. In addition, she wrote some articles about international tourism, such as inbound tourism to South Korea. She has worked on the eco-tourism of the national park, especially in educational program development and destination marketing. Her precious work also involved place marketing in Korean Tourism Organization.




How to Cite

Nam, S. (2023). Predicting Tourist Revisit Intention by Applying the Extended Model of Goal-Directed Behaviour and Cognitive Dissonance Theory. Journal of Tourism and Services, 14(26), 57–72.