Non-compliance in national parks: An extension of the theory of planned behaviour model with pro-environmental values

Non-compliance at national parks is a major problem around the world. This study focused on visitors' intentions to venture off-trail at the Blue Mountains National Park, Australia (BMNP). An extension of the theory of planned behaviour (TPB) with the new ecological paradigm of pro-environmental values (NEP) was developed and tested to understand visitors’ off-trail intentions. We surveyed 325 BMNP visitors through convenience sampling. Subjective norm was the strongest predictor followed by attitudes. The role of perceived behavioural control was not significant. The proposed extended TPB model had a marginal relationship between pro-environmental values and intentions using regression analysis. The overall study results suggested that the role of pro-environmental values is more suitable for predicting general environmental worldviews as compared to the TPB being more suitable for predicting specific behavioural intentions.     

The role of co-creation experience in forming tourists' revisit intention to home-based accommodation: Extending the theory of planned behavior

This study aims to provide a theoretical framework explaining how tourists' revisit intentions to home-based accommodations are formed. It does so by inserting constructs related to co-creation experience (experiencescape, perceived value, and memorability) into the theory of planned behavior (TPB) and by considering the moderating effect of co-creation behavior. The study results (n = 413) from structural equation modeling (SEM) indicated that the extended TPB has better predictive power than the original TPB. The findings also showed that all proposed paths were significant, identified the role of co-creation experience in generating intention, and verified the mediating role of study variables. Furthermore, the invariance test indicated that tourists' co-creation behavior played a moderating role between experiencescape and customers' internal factors (perceived value, memorability, and attitude). Theoretical and practical implications are discussed.     

Predicting congregate meal program participation: Applying the extended theory of planned behavior

Authorized under Title III-C of Older Americans Act, congregate meal programs provides individuals 60 years of age and older nutritious meals in senior centers. Declining participation in recent years underscores the need to understand factors that affects participation. This study applies the Theory of Planned Behavior (TPB) to explain the intention of community-dwelling older adults to participate in congregate meal programs. One additional variable, past behavior, was added to increase the prediction power of participation intention. A total of 238 participant surveys were collected and analyzed. Seven hypotheses were tested using structural equation modeling. The data fits the TPB model well. All predictor variables (attitude, subjective norm, perceived behavior control and past behavior) had a significant positive effect on participation intention. Perceived behavior control (PBC) had the greatest prediction power on intention. Based on the research findings suggestions were made to increase congregate meal program participation.     

The theory of planned behaviour in the context of cultural heritage tourism

An emerging body of literature addresses multiple aspects of cultural heritage tourism in multiple environments worldwide. This study seeks to contribute to current knowledge, studying visitors to a heritage building in the UK through the lens of the theory of planned behaviour (TPB). A questionnaire based on the various predictors associated with the TPB was designed to gather participants' motivations to visit the heritage building, including visitation to sightsee, attend events, and experience gastronomy at the building's restaurant. The findings confirm the validity and impact of attitude towards the behaviour, subjective norms, and perceived behavioural control on behavioural intention, in this case, to become involved in heritage building visitation. In addition, it was noticed that respondents' level of agreement suggests their preparedness to invest in terms of travel, time, and financially spending when visiting heritage buildings. Implications of the findings will be discussed and future research avenues suggested.     

Hotel managers' intentions towards female hiring: An application to the theory of planned behaviour

Hotel managers who run daily operations and interview new employees play a vital role in gender equality. Based on the theory of planned behaviour (TPB), this paper examines the factors that affect hotel managers' intentions to hire females. Furthermore, this paper integrates gender attitudes into the TPB framework. Structural Equation Modelling was conducted with a convenience sample of 201 managers in Egypt. Results support the usefulness of the TPB framework. Specifically, managers' attitudes, subjective norms, and perceived behavioural control were positively associated with female hiring intentions, which, in turn, predicted female hiring behaviour. Results, however, reveal negative effects of gender attitudes on the TPB predictors. This paper contributes to the literature by examining the capacity of the TPB to predict female hiring intentions and extending this model by including gender attitudes as a relevant background variable. Results position gender attitudes as an effective window of intervention for influencing female hiring.     

Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults

Prior studies have ignored information inherent in the structure of people's values when investigating their impact on tourism decisions. This study examined how personal values trade-offs along two bipolar values dimensions (self-enhancement versus self-transcendence and openness-to-change versus conservation) impacted young adults' travel decisions. A two-staged survey of 299 young adults obtained personal values (at time 1) and value-expressive holiday preferences within a theory of planned behaviour (at time 2). Both bipolar values dimensions predicted attitudes, subjective norms and perceived behavioural control towards value-congruent holidays. The total effect of personal values on intentions was larger than that of subjective norms for both dimensions and larger than that of perceived behavioural control for the self-transcendence verses self-enhancement dimension.     

Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption

This study explores effects of participation, namely co-creation and mastering, on the perceived value of consumers' experience and satisfaction. Co-creation comprises both physical and psychological (mental) participation, and mastering represents consumers' self-perceived knowledge and skills in taking part in experiential activities. Adventure tourism is chosen as the setting. A logit model is used to test the hypothesis. The study results reveal that tourists' mastering and psychological co-creation are significant for value perception. Further, value perception is found to mediate the relation between participation and satisfaction. Consequently, tourists' participation augments satisfaction by creating value in the experience. This study contributes to the theory in two ways. First, it reveals the importance of including the mastering and co-creation dimensions in acknowledging tourists' as resource integrators for value creation in experiences. Second, satisfaction in tourism consumption evolves through tourists' participation in creating value of the experience.     

Emerging bicycle tourism and the theory of planned behavior

In this study, we investigated the process of travelers’ decision formation for bicycle touring as a form of sustainable tourism activity. We extended the theory of planned behavior (TPB), using personal norm and past behavior as predictors and the attractiveness of unsustainable alternatives as a moderator. Results of the modeling comparison showed that our extended TPB model was superior to the original TPB in predicting intention. Our results from the structural analysis revealed that the hypothesized paths linking attitude, subjective norm, perceived behavioral control, personal norm, and intention were supported; and personal norm significantly mediated the impact of subjective norm on intention. Moreover, our proposition that bicycle travelers’ decision-making process would differ based on their level of the attractiveness of unsustainable alternatives was generally supported. Overall, our results help us clearly understand the role of volitional and non-volitional processes, personal norm, past behavior, and the attractiveness of unsustainable alternatives in explaining the intention formation of bike traveling.     

Risk,uncertainty and the theory of planned behavior: A tourism example

The differential impacts risk and uncertainty have on travel decision-making were explored by examining the constructs' influence on the antecedents of intentions to visit Australia using the theory of planned behavior. Respondents were obtained from online consumer panels in South Korea, China and Japan. The South Korean and Chinese samples were general population samples, while the sample from Japan was an international travelers' sample. The extended model fitted the data well, explaining between 21 and 44 percent of the variance in intentions. Subjective norms and perceived behavioral control significantly impacted on intentions in all country samples, whereas attitudes toward visiting Australia were only significant in Japan. Subjective norms influenced attitudes and perceived behavioral control in all country samples. Finally, perceived risk influenced attitudes toward visiting Australia in South Korea and Japan, while perceived uncertainty influenced attitudes toward visiting Australia in South Korea and China and perceived behavioral control in China and Japan.     

基于扩展计划行为理论的乡村旅游经营者从众行为研究——西安市上王村实证

乡村旅游是实现巩固拓展脱贫攻坚成果同乡村振兴有效衔接的重要路径选择。乡村旅游经营者的从众行为能够促进旅游地的规范化与规模化发展,但一味地盲从也必然会给旅游地造成不可挽回的损失,理性对待乡村旅游经营者的从众行为对旅游地的可持续发展意义深远。本文基于扩展的计划行为理论基本框架,引入精英影响感知和模糊情境感知两个变量,对乡村旅游经营者从众行为意向的影响因素进行实证研究,并构建乡村旅游经营者从众行为形成机制的理论模型。研究发现,行为态度、指令性规范、知觉行为控制、精英影响感知和模糊情境感知与从众行为意向呈显著正相关关系。另外,乡村旅游经营者的受教育水平对从众行为意向存在显著影响,且呈现受教育水平越高从众行为意向越低的趋势。为了进一步发展乡村旅游,助推乡村振兴,建议提升乡村旅游经营者的经营能力;发挥乡村旅游精英的信息传递与示范带动作用;落实政府的引导与监管职能;防范政府决策层的盲从行为。     

An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior

The current study sought to extend the theory of planned behavior (TPB), which is rooted in the theory of reasoned action (TRA), to more comprehensively explain the formation of customers’ intention to revisit a green hotel. In particular, the extended TPB incorporates the critical constructs in the consumer behavior and marketing literature (i.e., service quality, customer satisfaction, overall image, and frequency of past behavior) into the original TPB model. Results of a structural analysis revealed that the new model provides a better fit with the data, and explains significantly greater amounts of variance in revisit intention in comparison to the TRA and TPB. Added constructs in the new model considerably contribute to improve our understanding of the complicated process of green hotel customers’ decision-making. In this study, all relationships appeared to be significant as conceptualized according to the theory. In addition, a mediating effect of satisfaction and attitude was found. The article includes discussions on theoretical and managerial implications.     

The role of authenticity in forming slow tourists' intentions: Developing an extended model of goal-directed behavior

Despite the rapid growth in the slow tourism industry, research on slow tourists' behavior is rare. This study develops an extended model of goal-directed behavior to more comprehensively explain the formation of tourists' intentions to visit a slow tourism destination. Specifically, the extended model incorporates the critical constructs (i.e., perception of authenticity, knowledge, and information search behavior) into the original model of goal-directed behavior (MGB). The results of an on-site survey (N = 387) revealed that the model provides a satisfactory fit with the data and explains greater amounts of variance in behavioral intention. Three authenticity-related variables formed positive and significant causal relationships with the constructs in the extended model of goal-directed behavior. All the constructs in the original MGB were significant predictors of both desire and intention. The theoretical and practical implications of the findings are discussed.     

Drivers of customer decision to visit an environmentally responsible museum: merging the theory of planned behavior and norm activation theory

The main goal of this research was to merge the theory of planned behavior and the norm activation theory into one model and test its applicability in an environmentally responsible museum context. A filed survey was conducted at museums. Structural equation modeling was used to test research hypotheses. Results of the structural model comparisons revealed that the prediction power of our integrated model was superior to that of the theory of planned behavior and the norm activation theory. The proposed relationships among research constructs were generally supported. The mediating role of study variables was established. Additionally, the salient role of personal norm and attitude in generating museum travelers’ pro-environmental intention was identified. Overall, there was a strong support for the proposed theoretical model.     

Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction responses in restaurants

This study tested the sufficiency of both the Theory of Planned Behavior (TPB) and the extended TPB models by adding the variable of past behavior. In addition, the present study examined the mediating role of the TPB variables on the relationships between past behavior and customers’ intentions to engage in different types of dissatisfaction responses (i.e., voice, negative word-of-mouth communication, and exit). Results of the study demonstrated the strong predictive power of the original TPB mode but the inclusion of past behavior did not significantly improve the predictability of the three dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by TPB variables. In the contexts of negative word-of-mouth communication, the effect of past behavior on intention was mediated by attitude. Meanwhile, both subjective norm and perceived behavioral control mediated the relationship between past behavior and the intention to engage in voice behavior.     

Restaurants and wine by-the-glass consumption: Motivational process model of risk perception,involvement and information-related behaviour

This study examines how wine by-the-glass (WBG) consumption by diners in USA restaurants is affected by their risk perception, product involvement, information seeking and dissemination-related behaviours and, how these constructs interact in this situation. We model their motivational process by developing a structural equation model (SEM) to examine these effects using a sample of 532 diners representing all restaurant categories in the USA. In the process we develop and validate a 17-item scale to measure the risk perception specific to WBG consumption. This empirical study supports all hypotheses tested in the motivational process model, which explicates the processes by which consumer WBG risk perception and product involvement are caused and influence one another, as well as the subsequent information processing behaviour-related responses of restaurant diners.     

Reinterpreting the theory of planned behavior and its application to green hotel consumption intention

The main aim of this paper was to understand a guest’s decision to stay at a green hotel by using the theory of planned behavior (TPB) developed by Ajzen (1991). The population for this study was green hotel customers in Taiwan. A total of 425 usable responses were received from the willing participants around the parking area of green hotels. This study performed a PLS-SEM to examine the proposed model. The results of this study showed that social pressure has very little direct impact on behavioral intention to stay at a green hotel. The results of the estimated standardized regression coefficients and t-values indicated that perceived behavioral control has a slightly higher impact on behavioral intention than attitude. This study also verified the proposed mediating relationships between the first-order and second-order antecedents. This study provided theoretical and managerial implications for understanding respondents’ decision to stay at a green hotel.     

Using the theory of planned behavior to predict food safety behavioral intention: A systematic review and meta-analysis

Approximately 61% of foodborne outbreaks in the United States are traced to food handler behavior. The literature suggests that food safety knowledge does not always translate into improved behaviors. Thus, multiple researchers have recommended an examination of the gap between knowledge and behavioral intentions. The purpose of this meta-analysis was to evaluate the ability of the Theory of Planned Behavior to predict food safety intentions.A total of 1550 studies were screened against the inclusion criteria, leaving 46 study records. The overall random effect size (r) was 0.282 (p < 0.001), indicated that the Theory of Planned Behavior constructs significantly predicted food safety behavioral intention. Subjective norms were identified as the most influential variable. The between-study heterogeneity ratio was low and non-significant, suggesting that individual food safety intentions were very similar in various service environments. Studies with a large sample tended to have significantly stronger individual norms to intention relationships. Stronger individual norms created a correspondent group culture that encouraged others to react or conform to the norm. With low true effect variances, a considerable amount of the variance is still subject to future research.     

Commercial hospitality in destination experiences: McDonald's and tourists' consumption of space

This paper examines the multiple roles that globalised, branded spaces of hospitality can play in tourists' experiences in destinations. It is argued that previous studies have not considered adequately how such commercial hospitality services and spaces interact with and influence tourists' experiences of places. Drawing on a netnographic analysis of online discussions of McDonald's, this study explores how tourists perceive these hospitality venues, and how they use them to engage with foreign destinations and negotiate the ‘work of tourism’. The data show how tourists (re)construct their identities through reflections on consuming McDonald's. The data also demonstrate that tourists critically evaluate discourses of authenticity and the (in)authenticity of consuming McDonald's. The paper concludes by discussing the implications for the marketing and management of McDonald's and similar branded commercial hospitality venues, the marketing and management of destinations, and it outlines avenues for further research.     

Hospitality workers’ COVID-19 risk perception and depression: A contingent model based on transactional theory of stress model

The hospitality industry worldwide is suffering under the COVID-19 pandemic. Drawing on the transactional theory of stress and coping, this study aims to investigate when hospitality workers’ COVID-19 risk perception affects their likelihood of having depressive symptoms. Using data from 211 hospitality workers in 76 hotels in Peru, we examined the effects of perceived COVID-19 risk on the likelihood of experiencing depressive symptoms. We posited that this relationship is moderated by the workers’ environment at work (job satisfaction) and at home (the number of children). The results indicate that job satisfaction weakens the link between hospitality workers’ COVID-19 risk perception and their likelihood of depressive symptoms while the number of children exacerbates this link. We discuss the implications of our findings for research on COVID-19 risk perception and offer practical implications for hospitality workers under COVID-19 crisis.