EXTENDING THE IMPACT OF TPB MODEL WITH SOCIAL MEDIA ON TOURIST REVISIT INTENTION TO TOURIST ATTRACTION CENTRE

Abstract: This study examines the influence of social media, perceived service quality, tourist satisfaction, perceived value, and perceived risk on tourists’ intention to revisit a tourist attraction centre, with a specific focus on Olumo Rock in Nigeria. Recognizing the growing significance of digital platforms in shaping tourist behaviour, this study adopts a quantitative research approach to investigate how these factors interact in influencing revisit intentions. Primary data were collected from 126 local and international tourists who visited Olumo Rock over a five-month period, using a structured questionnaire distributed via an online platform. A purposive sampling technique was employed to ensure the selection of respondents with relevant travel experiences, given the absence of a comprehensive tourist database. The data were analysed using the Statistical Package for Social Sciences (SPSS). The findings reveal that social media plays a vital role in influencing tourists’ decision-making and shaping their intention to revisit a destination. The results also highlight the necessity for tourism businesses to maintain a strong social media presence to promote their offerings and engage with potential visitors effectively. While this study is limited to a single tourist site, it provides valuable insights for tourism operators and destination managers, contributing to strategies for enhancing tourist loyalty and promoting the sustainable development of tourism destinations. Keywords: Revisit Intention; Social Media; Service Quality; Satisfaction; Perceived Value; Perceived Risk