Factors affecting revisiting behavior to Taal Volcano during the post recovery 2020 eruption: An extended theory of planned behavior approach

Taal Volcano is considered one of the prominent Philippine tourist destinations. However, the lack of studies on the revisitation intention of tourists during the post-recovery 2020 eruption urged the need for researchers to address the said concern. This study focused on determining factors that significantly affect the intention of domestic tourists to revisit Taal during the post-recovery 2020 eruption by utilizing the Extended Theory of Planned Behavior (ETPB) approach. 1008 Filipinos answered an online questionnaire that was distributed by using a convenience sampling approach through several social media platforms. The online questionnaire consisted of 45 indicators under 9 latent variables such as government response, disaster concern, attitude, subjective norms, perceived behavioral control, media, hedonic motivation, intention, and actual behavior. Structural Equation Modeling (SEM) showed that government response had a significant effect on disaster concern which led to attitude, subjective norms, and perceived behavioral control. Subsequently, subjective norms and perceived behavioral control had significant effects on the hedonic motivation which led to the intention. Interestingly, media had also a significant role in the intention to revisit Taal Volcano. Through these findings, the study could be a basis for implementing promotional and marketing strategies in tourist spots. Moreover, the constructs and framework of this study could be extended and applied to other tourist attractions when it comes to revisitation and actual behavior. Finally, the model could be used by other researchers, the government, agencies, and stakeholders in investigating post-disaster revisitation intention worldwide.