Investigation of Revisit Intention in Glamping Tourism: Integrating Service Quality, Experience, and Attitude Within an Extended TPB Framework

Glamping has emerged as a resilient and rapidly growing tourism segment in the post-pandemic era, particularly within nature-based and experiential travel markets. Despite its increasing popularity, empirical research examining the determinants of tourists’ revisit intentions in emerging destinations remains limited. This study investigates the interrelationships among service quality (facilities and staff), glamping experiences, perceived value, tourist satisfaction, attitude, and revisit intention within Vietnam’s nascent glamping sector, drawing upon an extended Theory of Planned Behavior framework. Data were collected through a self-administered questionnaire from 413 tourists who had experienced glamping at selected sites in Măng Đen, Đà Lạt, and Ho Chi Minh City. Partial least squares structural equation modeling (PLS-SEM) was employed to assess both the measurement and structural models. The results reveal that glamping experiences and staff performance exert strong positive effects on perceived value and tourist satisfaction, while facilities influence satisfaction but not perceived value, suggesting that basic amenities function primarily as hygiene factors. Perceived value and satisfaction significantly shape tourists’ attitudes and revisit intentions, with attitude partially mediating the relationships between perceived value, satisfaction, and revisit intention. The model demonstrates robust explanatory and predictive power for revisit intention. These findings extend glamping and tourism loyalty literature by highlighting the primacy of experiential and relational elements over infrastructural attributes in an emerging market context. Practically, the study offers insights for glamping operators and policymakers seeking to enhance tourist loyalty through experience design, staff engagement, and value creation, thereby supporting the sustainable development of glamping tourism in Vietnam and comparable destinations.