Detecting common method bias in predicting creative tourists behavioural intention with an illustration of theory of planned behaviour

With the rapid development of creative industries in the global economy, creative tourism is viewed as a development tool for stimulating national economies and highlighting industries, regions, and cities, making a significant contribution in changing the tourist experience. The theory of planned behaviour (TPB) is empirically well-supported as a conceptual framework for predicting human behavioural intentions and behaviours. This study aims to apply the TPB to develop a theoretical framework for understanding tourists’ revisit intentions in the context of creative tourism. Moreover, this study also intends to detect the potential effects of common method bias (CMB) within applications of the TPB in tourism domains. An empirical study was carried out in three popular creative tourism attractions, Meinong, Singang, and Yingge, in Taiwan. The data collection resulted in 395 valid questionnaires. The current study validates the notion that the TPB is a theoretical and practical framework for understanding tourists’ intention to revisit in the context of creative tourism. In addition, this study also contributes to enhancing awareness of the potential effects of CMB with regard to the application of the TPB in tourism.