Combination of Theory of Planned Behavior and Motivation: An Exploratory Study of Potential Beach-based Resorts in Vietnam

The decision-making process of travel destination choice is very complex. Understanding why people travel and what factors influence tourists' travel intentions has been paid much attention by tourism scholars. This study attempted to examine the predictive power of theory of planned behavior (TPB) with the addition of past behavior and travel motivation in predicting behavioral intention of choosing a beach-based resort in Vietnam. Data were collected in three cities in both northern and southern Vietnam from the end of January to post-middle of March 2010 with the participation of 327 international tourists. In general, the results aligned with previous studies which supported the applicability of the TPB model. Attitude and subjective norm but not perceived behavioral control was found to have made a made a significant contribution to the prediction of intention. The findings also indicated both extension factors had considerable impact on behavioral intention of choosing a beach-based resort in Vietnam. Implications and suggestions for future studies were also provided in the last part of the study.     

A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research

Research on environment-friendly initiatives has received increasing attention in hospitality research. However, an integrated literature review of research examining the impact of consumer perceptions of green initiatives on their behavioral intentions is lacking. To that end, a quantitative meta-analysis of 26 articles published in hospitality journals was conducted in order to determine the effect sizes of the relationship between consumers’ perceptions and their green behaviors. This research intended to examine how two broad categories – internalized perceptions (i.e. personal values, attitudes, environmental knowledge/awareness, and perceived benefits) and perceptions of the firm (i.e. hotel/restaurant image, perceived quality, and satisfaction) – influence consumers’ behavioral intentions toward green hotels/restaurants (e.g., word-of-mouth intentions, retentions, willingness to pay, and willingness to pay a premium). This meta-analysis shows that both internalized perceptions and perceptions of the firm had a strong positive association with behavioral intentions. The average effect sizes for internalized perceptions and perceptions of the firms were r = 0.3177 and r = 0.4240, respectively. The findings of this research suggest that the positive relationship between consumer perceptions and behavioral intentions is well-established. Therefore, it might not be fruitful to continue to apply identical frameworks (e.g., the theory of planned behavior or the theory of reasoned action) in future research. We thus suggest that hospitality and tourism researchers in the area of environment-friendly initiatives need to either significantly improve the existing models or look for new and more diverse frameworks in order to make meaningful theoretical contributions.     

Understanding travelers' intentions to visit a short versus long-haul emerging vacation destination: The case of Chile

Limited research examines short-haul and long-haul travelers' intentions to visit an emerging vacation destination in South America. To fill this gap, this research investigates intentions of potential travelers from two short-haul (Peru and Brazil) and two long-haul (Spain and Germany) markets to visit Chile as a vacation destination. The authors develop a conceptual model that expands upon the theory of planned behavior (TPB) framework by incorporating self-concept theory and destination familiarity. The data were collected by applying an online questionnaire to respondents in four countries. Hypotheses are tested with structural equation modeling (SEM) technique. The results verify that the extended TPB model has good explanatory power and that destination familiarity and self-concept, in particular the ideal social self, help to differentiate what drives short and long-haul travelers' intentions to visit Chile. Perceived behavioral control and subjective norms are the strongest predictors of both short and long-haul travelers’ intentions to visit Chile for vacation.     

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.     

The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions

The purpose of this study is to investigate whether perceptions of corporate social responsibility (CSR) initiatives affect casino customers’ corporate image as well as the customers’ behavioral intentions (i.e., revisit intentions), through the lens of Carroll’s corporate social performance model, stakeholder theory, and legitimacy theory. This study also examines the mediating effect of corporate image on the relationship between perceived CSR and behavioral intentions. An onsite survey was conducted with 596 casino customers in South Korea. The results revealed that ethical CSR had the strongest impact on corporate image, followed by economic and philanthropic CSR. Only philanthropic CSR had a significant and direct effect on behavioral intentions. Corporate image mediated the relationship between three types of CSR (ethical, economic, and philanthropic) and behavioral intentions. Companies can benefit from these findings by understanding how specific CSR initiatives can enhance corporate image and increase customer retention. This study advances the emerging field of CSR in the gaming industry.     

Using the Theory of Planned Behavior to Identify Beliefs Underlying Visiting the Indiana State Museum

Underpinned by the framework of the theory of planned behavior, this study uncovered the beliefs that could influence individuals' behavior of visiting a museum. Interviews and questionnaires were conducted with visitors at the Indiana State Museum to elicit a range of their behavioral, normative, and perceived behavioral control beliefs with respect to visiting the museum and to determine the strength and importance of the salient beliefs. The findings suggest a consideration of the positive outcomes of visiting the museum—such as learning and socialization, and family members' norm in the design of a persuasive communication intervention.     

Understanding Physical Inactivity: Prediction of Four Sedentary Leisure Behaviors

An understanding of the motives underlying sedentary leisure behavior may guide interventions to decrease these behaviors. The purpose of this study was to apply the theory of planned behavior (TPB) to understand the motives underlying four common sedentary leisure activities: television viewing, computer use, reading/music, and socializing. A cross-sectional community sample of 206 adults and 174 undergraduate students completed measures of the TPB of these four leisure behaviors and self-reported behavior. Results using ordinary least squares regression provided evidence that sedentary behaviors may be intentional and planned with a primary attitude base but not related to perceived behavioral control. The findings provide information about sedentary behavior motivation and support the validity of the TPB for the prediction of these behaviors.     

Youth travelers and waste reduction behaviors while traveling to tourist destinations

ABSTRACT

This study aimed to develop a robust conceptual framework incorporating volitional and non-volitional dimensions within the theory of planned behavior and cognitive (green image and environmental awareness) and affective (anticipated pride and guilt) dimensions to explicate youth tourists’ waste reduction behaviors while traveling to destinations. A quantitative approach was used. Structural equation modeling was utilized for data analysis. This study proved the usefulness and sufficiency of the proposed framework. Volitional factors were significant determinants of intentions. Our findings also showed that the inclusion of green image, environmental awareness, and anticipated feelings increased the prediction power of the theory. Results also supported the significant role of these integrated variables in increasing waste reduction intentions. Attitude had a mediating role and included the relative importance in determining intentions. This study extended destination researchers’ and practitioners’ knowledge and understanding of visitors’ waste reduction behaviors in the youth tourism context.     

Understanding the Motivation and Travel Behavior of Cycle Tourists Using Involvement Profiles

Bicycle tourism is a growing niche tourism market which has potential economic, social, and environmental outcomes for individual participants and host communities. However, there has been a lack of research into heterogeneity of this market and their respective motivations and behavior. This article applies the concept of enduring involvement, in conjunction with tourist motivational theory, to segment and better understand cycle tourist behavior and intentions. A total of 564 completed questionnaires was collected from an online survey of bicycle club members in Australia. Respondents were segmented into five initial clusters by their level of enduring involvement. A number of significant differences were found on their travel motivations, travel behavior, and behavioral intentions, as well as their sociodemographics and cycling behavior. The results lend support to the application of enduring involvement in a tourism context to better understand the behavior of niche markets which include popular leisure pursuits. Recommendations as a result of the findings are made for product development and marketing communication, while future research opportunities are also outlined.     

The Theory of Planned Behavior in the Context of a Food and Drink Event: A Case Study

The present case study seeks to contribute to the culinary event management literature, investigating key motivators among participants to the Derbyshire Food and Drink Fair, United Kingdom. A questionnaire, which was partly based on predictors related to the theory of planned behavior was designed and distributed; 308 usable responses were collected. The validity and impact of attitude toward the behavior, perceived behavioral control, and subjective norms on behavioral intention was confirmed. Additionally, several motivators, such as “commitment and perceived importance,” “consumption and entertainment,” “attendance and discovery,” and “joining others” were identified as key factors. Finally, statistically significant differences were noticed among various participating groups, namely, in terms of age, gender, or distance traveled to the event. The findings have important implications for event managers and organizers, in terms of promotion, and addressing the needs and wants of various segments of food festival attendees.     

The Role of Touristsʼ Value Perceptions in Behavioral Intentions: The Moderating Effect of Gender

ABSTRACT

In this study, the effect of tourists? perception of value on behavioral intentions, as well as the moderating effect of gender on the relationship between value perceptions and behavioral intentions was examined. A multidimensional value structure was used to investigate not only the functional components of value perceptions but also the hedonic value components, such as social value and emotional value. According to the findings, the most effective value dimension of revisit intentions of tourists is emotional value, whereas the most effective dimension of their recommendation intentions is social value. Moreover, it was found that the effect of behavioral price value perceptions on revisit intention was more of a determinant for males, whereas the effect of quality value perceptions on revisit intention was more of a determinant for females.     

Prediction of leisure participation from behavioral,normative, and control beliefs: An application of the theory of planned behavior

Abstract

The theory of planned behavior (Ajzen 1985, 1987) is offered as a comprehensive framework for understanding of leisure participation. Salient behavioral, normative, and control beliefs, theoretically the basic determinants of behavior, were assessed with respect to five leisure activities: spending time at the beach, jogging or running, mountain climbing, boating, and biking. College students completed a questionnaire containing measures of these beliefs and of global expressions of attitude, subjective norm, and perceived behavioral control. One year later the participants reported how often they had performed each behavior in the preceding 12 months. Behavioral beliefs were found to partition into beliefs about affective reactions and beliefs about costs and benefits. Participation in leisure activities was influenced by these affective and instrumental beliefs, as well as by normative beliefs about the expectations of important others and by control beliefs about required resources and other factors that impede or facilitate leisure participation.     

Effects of compensation for service recovery: From the equity theory perspective

Using equity theory, this study investigated the importance of consumers’ entire history of shared interactions with service organizations, in addition to fairness perceptions, when evaluating recovery efforts following service failure. Specifically, this study empirically tested the different consequences of compensation by manipulating the consumer relationship level. The relationship level determines the perspective of equity (transactional equity perception versus cumulative equity perception) and motivates consumers to follow different psychological processes to redress service failure. An online survey using hypothetical scenarios manipulating recovery efforts and relationship level conditions was conducted to collect data. Mediation tests showed that perceived equity fully mediates the effect of compensation on a consumer's future behavioral intentions. The results of analysis of variance (ANOVA) showed that when additional compensation is offered after a service failure, perceived equity was found to increase regardless of the consumer's relationship level. However, enhanced equity perception does not automatically mean that corresponding future behavioral intentions are also enhanced. When consumers have a high customer–organization relationship, there is no difference in behavioral intentions between those who are compensated and those who are not. Managerial implications for restaurant operations are also discussed.     

Event Quality,Perceived Value,Destination Image,and Behavioral Intention of Sports Events: The Case of the IAAF World Championship,Daegu, 2011

This study proposes a conceptual model to investigate visitors' perceptions of an event's quality according to value and the destination image, and visitors' resulting behavioral intentions in the context of a mega-sports event. This study also examines whether or not perceived value and destination image determine visitors' future behavioral intentions. Using structural equation modeling analysis, this study determines that an event's quality and its perceived value have a significant effect on behavioral intentions. Moreover, perceived value exerted a direct influence on behavioral intentions, and destination image determined visitors' perceptions of value. However, the impact of destination image had an insignificant effect on behavioral intentions. The implications have merit for academic researchers and sports event organizers.     

Unraveling public support for casino gaming: The case of a casino referendum in Penghu

By integrating the social exchange theory (SET) and the theory of planned behavior (TPB), this study unravels the factors associated with residents’ intention to support casino gaming development in Penghu in future referenda. Residents’ attitudes toward casino gaming development in their community were examined in the SET framework while their intention to support such development was investigated in the TPB framework. Despite that partisan difference did not have a significant interaction with TPB variables, past behavior exerted moderating effects determining residents’ intention to support casino gaming development through two TPB variables: subjective norm and perceived behavioral control. Implications are provided.

Abbreviations: ATTU: attitude; DPP: Democratic Progress Party; ECOI: perceived economic impact; ENVI: perceived environmental impact; INT: intention to support casino gaming development in future referenda; KMT: Kuomingtang; PBC: perceived behavioral control; PPB: perceived personal benefit; SET: social exchange theory; SN: subjective norms; SOCI: perceived social impact; TPB: theory of planned behavior     

基于DTPB模型对高星级酒店员工信息系统接受程度的实证研究

本文首次将任务技术适合度这一因素融入解构计划行为理论(DTPB),检测酒店员工对酒店信息系统(HIS)的接受度。通过对7家高星级酒店的问卷调查得知,基于DTPB的拓展模型,大部分因素间呈显著正相关,而感知的行为控制对使用的行为意向作用不显著。此外,任务技术适合度与自我效能显著,直接影响使用的态度,相容性直接影响个体对信息系统的感知易用性及使用的行为意向,但它对感知有用性的作用并不明显。     

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.     

乡村旅游开发中女性村官参与行为影响机理研究--以湖南省女性村官为例

随着我国乡村旅游进入新的发展阶段,乡村旅游开发的组织机制问题越发引人关注,女性参与乡村旅游开发已经成为不争的事实,女性村官对乡村旅游开发的决策作用日渐显著。因此,乡村旅游开发中女性村官参与行为影响机理研究对于深入研究乡村旅游开发组织机制问题,促进我国乡村旅游可持续发展意义重大。文章在改进计划行为理论（TPB）模型基础上构建乡村旅游开发女性村官参与行为意向影响框架,以282位湖南女性村官的调查问卷为数据来源,应用结构方程模型（SEM）对女性村官参与乡村旅游开发行为意向的影响机理进行研究。研究发现：（1）女性村官对于借助旅游开发带动农村经济发展的参与行为意向较高;（2）主观规范、行为控制认知以及参政特征3个变量对乡村旅游开发中女性村官参与行为具有显著的影响,影响系数分别为0.406、0.258和0.250,其中,主观规范影响最大;（3）女性村官参与旅游开发的行为态度对行为意向没有直接影响,而是通过参政特征变量间接影响行为意向;行为态度的中介作用变得更为复杂,这与已有计划行为研究不同。     

Theory of planned behavior and intention to attend a fan convention

We examined the variables predicting fans' intention to attend a fan-related convention. The theory of planned behavior posits that individuals' attitudes, norms, and behavioral control predict individuals' intended behaviors. Bronies—adult fans of My Little Pony: Friendship is Magic—rated items regarding theory of planned behavior, past convention attendance, ingroup identification, and intention to attend a brony convention. Results showed that attitudes, norms, perceived control, past behavior, and ingroup identification all uniquely predicted intention to attend. Results and study limitations are discussed within the context of the existing literature, with implications for future research on the topic.     

Perceived justice in service recovery and behavioral intentions: The role of relationship quality

This study examined restaurant customers’ perceptions of justice according to service recovery effort levels and whether perceived justice influences customers’ future behavioral intentions. This study also investigated whether the effects of perceived justice on future behavioral intentions vary across customers’ relationship quality levels. The results showed that high recovery efforts were consistently evaluated highly in terms of perceived justice when compared to low recovery efforts, regardless of the level of relationship quality. Additionally, perceived justice brought about by service recovery efforts has a positive effect on customers’ future behavioral intentions. Hierarchical regression analyses suggested that relationship quality plays a moderating role between perceived justice and behavioral intentions in the distributive and procedural justice dimensions. Implications for the restaurant industry are also discussed.