Drivers of Revisit Intention in a Sacred Heritage Site: An Integrated Theory of Planned Behavior, Attribution Theory, and Elaboration Likelihood Model Approach at Mount Wutai

A groundbreaking study on Mount Wutai, a UNESCO World Heritage Site and sacred Buddhist site, reveals that perceived behavioral control (PBC) is the strongest predictor of revisit intention among tourists. The research integrates theories from behavioral science—specifically the Theory of Planned Behavior, Attribution Theory, and the Elaboration Likelihood Model—to analyze how enjoyment, memorability, attitude, subjective norm, and PBC influence whether visitors return. Social media exposure was found to significantly moderate these relationships, particularly enhancing the link between memorability and revisit intention, though it did not affect the PBC-revisit intention relationship. This study advances our understanding of temple tourism dynamics by highlighting the interplay between emotional experiences, cognitive factors, and digital engagement, offering actionable insights for heritage sites seeking to boost visitor loyalty through optimized digital communication and experiential design.

Liu, W., Deeprasert, J., & Jiang, S. (2025). Drivers of Revisit Intention in a Sacred Heritage Site: An Integrated Theory of Planned Behavior, Attribution Theory, and Elaboration Likelihood Model Approach at Mount Wutai. Tourism and Hospitality, 7(1), 5. https://doi.org/10.3390/tourhosp7010005