An examination of recreational divers' underwater behaviour by attitude–behaviour theories

The increasing demand for dive tourism activities has resulted in concerns over scuba divers' incremental impacts on the underwater marine environment. Hence, there is a need to better understand the antecedents of scuba divers' underwater behaviour. This study applied theory of planned behaviour (TPB) and norm activation theory (NAT) of altruistic behaviour in examining the relationship between diving attitude, perceived behavioural control, subjective norms and personal norms (PNs) with responsible underwater behaviour among scuba divers. Using the combination of purposeful and convenience samplings, data were collected from divers (N?=?413) who visited the top five most attractive islands in Malaysia. The results supported the use of TPB as a basis for explaining the underwater behaviour of divers. Among the four constructs examined, attitude and PNs were found to be of paramount importance in influencing pro-environmental behaviour. This study also validated the exploratory dimensions that constitute the measurement constructs for scuba diving attitude and responsible underwater behaviour. Scuba diving stakeholders should emphasise continuous education and an integrated programme of marine conservation to enhance divers' attitude and personal commitment towards pro-environmental behaviour. These are crucial for the sustainability of the scuba diving industry.     

To go or stay home and watch: exploring the balance between motives and perceived constraints for major events: a case study of the 2008 Beijing Olympic Games

The current study offers insight into the role of motivation and constraints on behavioural intentions prior to a mega event. The Psychological Continuum Model framework was used to integrate motivation and leisure constraints theory to examine attraction towards the 2008 Olympic Games. Semi‐structured interviews (N = 47) and a questionnaire (N = 235) distributed in Australia and the USA were used to identify and measure three motivational themes: cultural learning, cultural experience and olympic event interest, and three perceived constraints: structural, interpersonal and intrapersonal. Structural Equation Modelling revealed that motives were positively related to behavioural intentions while constraints were negatively related. Analysis further revealed the interaction between motives and perceived constraints led to two different forms of behavioural intentions; intentions to travel and attend the event vs. stay home to watch the event on TV. Policy and marketing implications are discussed that illustrate the benefits of understanding both motives and perceived constraints for tourism travel. Copyright © 2008 John Wiley and Sons, Ltd.     

Goodbye maps,hello apps? Exploring the influential determinants of travel app adoption

With the increased market penetration of smartphones and the emergence of high-speed wireless network technologies, the tourism industry's interest in using mobile applications as a means to enhance the tourist experience is rising. However, despite the growing number of companies and organizations that are investing in travel-related apps, there is limited academic research on consumers' intentions to adopt these technological innovations. In this study, the technology adoption model, innovation diffusion theory, and social cognitive theory are utilized to investigate the factors that could affect travel app adoption by tourists visiting rural tourism sites in China. The results show that perceived usefulness, perceived ease of use, and compatibility are significant antecedents of the intention to use travel apps. Further, self-efficacy indirectly influences the intention to use travel apps through the mediation of outcome expectations. The results do not support social norms as significant predictors of behavioural intention. A discussion and implications are also provided.     

Enhancing Singapore travel agencies' customer loyalty: an empirical investigation of customers' behavioural intentions and zones of tolerance

The services marketing literature focuses on the measurement of service quality and its impact and consequences on businesses. Set in the context of the travel retail agency in Singapore, this study focuses on the relationship between service quality and favourable behavioural intentions. The findings revealed that improving service quality can increase favourable behavioural intentions. However, service improvements that exceed customers' minimum‐service threshold and those that exceed customers' desired‐service level were found to have mixed effect on behavioural intentions. Hence travel agencies must carefully determine the behavioural intentions they wish to foster amongst their various customers and develop service quality strategies in line with the findings of this study. Copyright © 2007 John Wiley & Sons, Ltd.     

Modelling information use,image, and perceived risk with intentions to travel to East Asia

This research empirically tested a tourism behaviour model explaining tourists' intentions to vacation for the first time in selected countries extending image research by Baloglu and McCleary [(1999). U.S. international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, 38(2), 144–152; A model of destination image formation. Annals of Tourism Research, 26(4), 868–897] and more recently Kaplanidou and Vogt [(2007). The interrelationship between sport event and destination image and sport tourists’ behaviors. Journal of Sport & Tourism, 12(3–4), 183–206]. Key factors that remain untested in modelling international travel propensity were identified as: information sources, cognitive and affective destination image, and perceived risk. On-site surveys were conducted in two US metropolitan areas with a purposive convenience sample. Data were analysed with structural equation modelling for three destination countries (China, Japan, and South Korea) so that positioning strategies were illustrated through empirical evidence. Modelling results supported previous research showing that stronger positive cognitive and affective destination images and lower perceived risks for vacationing in a destination positively influenced intentions to travel to the countries of interest. Of greater interest are findings on information usage influencing cognitively held images, particularly cultural experiences, but information use was found not to directly influence the affective component of image. Intent to travel to each of the three countries was heightened by different factors – for China it was affective image, for Japan cognitive image, and South Korea a reduction in perceived risks. Destination marketers can use this model to understand the use of information sources, in general or specific types, to influence cognitive images held and perceived risks associated with a foreign country, and to ultimately modify affective image and intent to visit a destination for the potential first-time visitors.     

The effects of perceived authenticity,information search behaviour,motivation and destination imagery on cultural behavioural intentions of tourists

This study tested a structural model which investigates the effects of perceived authenticity, motivation, information search behaviour and destination imagery on tourists' behavioural intentions to consume cultural attractions. Data were collected at selected cultural and natural heritage sites in the island of Mauritius (N?=?600). The sample was split into two data sets. Structural equation modelling and hierarchical multiple regression were employed to test the hypothesised relationships. Findings revealed a significant positive relationship between perceived authenticity and cultural behavioural intentions of tourists. Destination imagery had an influence on tourists' cultural intentions. Information search behaviour was found to exert a negative influence on tourists' cultural intentions while motivation did not have any influence on the latter. Perceived authenticity was seen to exert a moderating effect on the respective relationships between motivation, information search behaviour, destination imagery and cultural behavioural intentions of tourists. The theoretical and managerial implications of the study are discussed.     

Implementing smartphone enabled collaborative travel: Routes to success in the tourism domain

Smartphone technology can help identify current and anticipate future patterns of behaviour and, with its social networking capabilities, allow users to imagine and organise collaborative travel opportunities, such as lift share. This has led to the development of collaborative apps designed to enable activities like lift sharing. Such apps require new norms of behaviour to establish a user base and research has yet to address the socio-cultural barriers to both the use of this technology to organise travel and the sharing of personal space that collaborative travel entails. This paper reports the findings of a study which designed, built and tested a collaborative travel app in the tourism domain. Data derived from exploratory interviews, post-trial interviews and a questionnaire reveal that user age and extent of mobile engagement play a less significant role than expected, while other aspects of the social exchange, notably social tie strength, trust and obligations play a more marked role. A conceptual framework and discussion of strategies to address these barriers provides insight into appropriate contexts and routes for implementation of collaborative travel apps.     

Exploring heterogeneity among backpackers in hostels

This study’s goal was to validate the core dimensions of hostel service quality and to test whether each dimension has a different impact on behavioural intentions across guest segments defined by age, gender and nationality. This research targeted guests staying at Lisbon hostels (N?=?313). Both covariance-based structural equation modelling (SEM) and variance-based SEM were used to meet this study’s exploratory and confirmatory objectives. The results confirm that service quality in this sector is a multidimensional construct comprising four core dimensions: quality of staff, social atmosphere, hostel tangibles and city connection. These four aspects are relevant when explaining levels of satisfaction, recommendation and revisiting intentions. Moreover, these dimensions allow the identification of differences across market segments in regards to responses to marketing outcomes, thus providing useful insights into how best to meet guests’ needs.     

Determinants hindering the intention of tourists to visit disaster-hit destinations

The purpose of this study is to propose and examine a new research model that is able to capture both the cognitive and affective components influencing potential tourists' behavioural intentions to visit a disaster-hit destination, which have negatively affected their perceived destination image. A survey of 357 participants provides strong support for the model. The results indicate that participants' perceptions of destination image are a strong predictor of their travel intentions. Factors relating to cognitive appraisals (e.g. perceived equipment risk, perceived natural risk and perceived social risk) as well as affective evaluations (e.g. perceived fear of ghosts, perceived unpleasantness, etc.) were found to be critical components that significantly, and negatively, influence potential tourists' perceptions of a destination image. Theoretical and practical implications of the results are discussed herein.     

Predicting the intentions of tourism major students in a Korean University to acquire foreign language skills

The theory of planned behaviour was used to examine intentions of Korean tourism major students to acquire foreign language skills (FLS) and uncover the beliefs that contribute to that intention. Belief elicitation and belief measurement questionnaires were collected from 38 and 242 students at Woosong University in November and December 2010. Attitudes and subjective norms were found to be significant contributors to the sample students' intention to acquire FLS. Favourable attitudes and perceived social pressure should be maintained by targeting the behavioural beliefs and normative beliefs to heighten the intention level.     

Making plans or “just thinking about the trip”? Understanding people’s travel planning in practice

ICT solutions have been proposed as a means for changing environmentally unfavourable traffic behaviour by providing better, real-time and more accessible travel information. However, prevailing models of travel choice and travel behaviour tend to overemphasise the impact and importance of information and the individualistic perspective. The issue of choice and travel planning in everyday life situations, and how information is used and acted on in these processes, was examined in a qualitative study in Stockholm, Sweden. Practice Theory was used as the theoretical framework for the study. Interviews were supplemented with an explorative diary and photo assignment to bring unreflected choices and actions of planning travel to the conscious level.The results showed that travel planning involves the immediate situation where planning and decisions are made, but also aspirations, cognitive/time/material limitations, social norms and social relations that extend widely in time and space. Definitions of travel planning and travel information based on the situated practices of planning are suggested. In the muddle of everyday life, travel planning takes place in the brief moments where circumstances at different levels – time, place, the social realm - interact and are considered or directly acted upon. In the development of new ICT-based travel information services, the role of technology in changing normal practices should be considered.     

Analysing Chinese citizens' intentions of outbound travel: a machine learning approach

Due to the tremendous expansion of Chinese outbound travel market, it is of great significance to identify the characteristics of potential Chinese outbound tourists so as to develop targeted marketing strategies. As both extrinsic and intrinsic characteristics of individuals are important in influencing their decision-making process, this study explores potential Chinese outbound tourists from these two aspects. Demographic and psychographic factors, as the proxy of extrinsic and intrinsic characteristics, respectively, are incorporated into this study to construct the relationship between tourists' characteristics and their intentions of outbound travel. An advanced machine learning approach, called twice-learning, is employed for modelling in this study. As an intelligent data analysis tool, this method is able to construct models that can provide insight into the ground-truth relationships hidden beneath the data in an essentially comprehensible way, without being limited by the typical assumptions held by the traditional data analysis methods. By applying this method, the important personal factors that influence Chinese citizens' intentions of outbound travel are detected, and the typical groups of potential Chinese outbound tourists are characterised. The findings would be beneficial for destination marketers to develop marketing strategies on positioning and advertising which are tailored to potential Chinese outbound travel market.     

Determinants of the Adoption for Travel Information on Smartphone

Many travelers are interested in the usage of smartphones for their trips. This study aims in investigating the determinants of their intentions to adopt information on smartphones for travel decision making. This paper suggests a combined model to examine travelers’ intentions to use travel information on their smartphones from two standpoints: hardware using the united theory of acceptance and use of technology (UTAUT) and software using the e‐satisfaction (E‐SAT) model. The results show that four main determinants influence travelers' intentions to use travel information on smartphones for their trips: usefulness, ease of use, social influence, and satisfaction with travel websites. Copyright © 2013 John Wiley & Sons, Ltd.     

‘All that jazz’: the relationship between music festival visitors’ motives and behavioural intentions

ABSTRACT

This exploratory study investigated the relationship between visitors’ behavioural intentions (ex-post) and their motives (ex-ante) for attending a jazz festival. The aim was to discover whether a music festival brings additional intangible benefits. The research followed a quantitative approach by conducting a visitor survey at the Cape Town International Jazz Festival in South Africa. Structural Equation Modelling showed that music festivals have the potential to create benefits beyond the festival itself or the host destination, particularly fostering an appreciation of a music genre, increasing purchasing of music, and boosting music tourism. The findings showed that a music festival could have far-reaching benefits that can contribute to its legacy. It also showed that visitors’ motives have a unique relationship with their behavioural intentions, which emphasizes the need to market the festival accordingly.     

Extending the theory of planned behaviour: testing the effects of authentic perception and environmental concerns on the slow-tourist decision-making process

Despite the importance of slow tourism, studies on slow tourists' decision-making processes are rare. The current study extends the theory of planned behaviour (TPB) by including authentic perception (AP) and environmental concerns (ECs) to explain the formation of behavioural intentions. The study also contributes by comparing its extended model with the original TPB and identifying salient belief items through a focus group and literature review. The results of a structural equation analysis revealed that the data fitted the extended model well and that the inclusion of the critical new constructs in a slow-tourism context significantly enhanced the prediction of behaviour intentions. The results also indicated that attitude, subjective norms, perceived behaviour control, and AP significantly contributed to forming the intention to participate in slow tourism. However, the influence from ECs to behavioural intentions was demonstrated to be insignificant. This study advances our understanding of tourists' decision-making processes in that these slow tourists are more likely to choose an “authentic”, rather than “environmental”, destination.     

The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations

The purpose of this study was to explore urban tourists' perceptions of the personality of a mid-sized city destination in Greece and to assess the effect of destination personality on the city's overall image and tourists' behavioural intentions. Experience with the destination was taken into account as the sample consisted of three distinct groups of urban tourists: local residents, past visitors of the city and non-visitors. Through a mixed-methods approach, excitement and sincerity were found to be the predominant personality characteristics of the destination across all respondents. Further analyses offered support for the significant role of personality in influencing overall destination image and predicting tourists' intention to (re)visit the city or recommend it to others. Differences among the three groups as well as implications of the findings for branding small or mid-sized urban destinations are also discussed.     

Social tourism programmes for the senior market: a benefit segmentation analysis

The senior market has gained increasing interest from the tourism industry, mainly because of its considerable size and time flexibility. However, seniors are also a group facing many constraints to participating in tourism, which has led some countries to promote social tourism programmes for this market. However, little is known about the success of these programmes, while research showing the benefits derived by participants would be useful to continuously improve these initiatives. This paper presents a segmentation analysis of senior participants in a Portuguese social tourism programme, based on benefits derived. A questionnaire-based survey was undertaken, yielding a total of 848 valid responses, which were subjected to a hierarchical cluster analysis. Three clusters emerged: the least benefitted, the most benefitted and active and the highly benefitted and locally socializing seniors. The clusters were compared regarding socio-demographic profile, travel behaviour, satisfaction and loyalty. Several statistically significant differences among the clusters were observable, providing relevant inputs for managing social tourism programmes for this market.     

The perceived effects of holiday‐taking upon the health and wellbeing of patients treated for cancer

The role that holidays play within health and wellbeing has been addressed infrequently within academic research. Much of the work that does exist has tended to focus upon illnesses or health complaints arising as a consequence of travel. Any beneficial health effects of travel largely have been neglected. This paper reports the empirical findings of a qualitative study conducted to determine the perceived effects of holiday‐taking upon the health and wellbeing of a group of cancer patients, a population ignored by the tourism community. Four perceived effects are identified relating to personal health, social effectiveness, personal identity and regaining independence, and the implications of these findings discussed. Copyright © 2003 John Wiley & Sons, Ltd.     

An assessment of air passenger confidence a year into the COVID-19 crisis: A segmentation analysis of passengers in Norway

The COVID-19 crisis has become the most intense and long-lasting in the history of aviation. There is already a significant literature on the immediate impact of the outbreak, as well as on speculation on the future evolution of the industry. This paper seeks to contribute to this discussion by assessing a year into the crisis the demand related aspects and passenger behavioural impacts of the pandemic. Specifically, the paper aims to identify discrete market segments of air passengers according to their shared attitudes and preferences about air travel in light of the COVID-19 crisis, as well as past behaviour and future travel intentions. To achieve this, we analyse data from a large (n = 2096) online questionnaire survey of air passengers in Norway. The cluster analysis identifies four distinct passenger segments, with each displaying varying attitudes, behaviours, and levels of concern about air travel. One of these groups, described as the ‘Apprehensive Elders’, were identified as having the highest level of concern about flying, and subsequently showed a sharp decline in their intention to travel in the future. Another group, termed the ‘Cautious Commuters’, showed similarly enhanced levels of concerns about flying, but maintained a high propensity to fly following the pandemic despite these concerns. Regarding possible interventions to increase confidence in flying in the future, across all segments the data shows a clear preference for more ‘traditional’ active interventions, including wearing of face masks and enforcement of physical distancing, over and above passive or technological interventions. Norway represents a valuable case as a possible signal for future policy and practice in relation to the recovery of air travel following the pandemic. The findings have important implications for air transport managers and decision makers in terms of managing the perceptions and expectations of different passenger groups as air travel begins to return.