ABSTRACT This study integrates the Health Belief Model and Theory of Planned Behavior to examine factors influencing revenge travel intentions to offbeat destinations, including perceived susceptibility, perceived severity, perceived benefits, perceived barriers, attitude, social norms, and perceived behavioral control. It also explores the moderating role of social media influencer information search. Data from 363 online survey responses were analyzed using SmartPLS and structural equation modeling. Results show that constructs from both models significantly impact revenge travel intentions to offbeat destinations, with attitude and perceived behavioral control as partial mediators. Notably, social media information search strengthens the positive link between attitudes toward offbeat tourism and revenge travel intentions to offbeat destinations. The proposed model outperforms the original models in predictive capacity. The study acknowledges its limitations and discusses theoretical and practical implications for understanding revenge travel behavior to offbeat destinations.
Alagarsamy et al. (Fri,) studied this question.