An evaluation of the new tourist behavior model based on the extended theory of planned behavior
Bui, T.T.B. (2022). An evaluation of the new tourist behavior model based on the extended theory of planned behavior. Journal of Tourism, Heritage & Services Marketing, 8(2), 48–57. https://doi.org/10.5281/zenodo.7358733
Purpose: The current study aims to evaluate and validate travel intention through the extended theory of planned behaviour (TPB) and overall image of the destination, e-WOM, that travel intention linked to actual tourist behavior.
Methods: A sample of 389 domestic tourists was empirically exaimined, and analysed by using the partial least squares structural equation modelling (PLS-SEM) technique in order to demonstrate that the new conceptual model has a power to an insight understanding of tourist behaviour.
Results: The major findings of the study identified that the influence of e-WOM on the original TPB and overall destination image constructs was statistically confirmed. In addition, destination image is as mediating variable linking between e-WOM and travel intention, which in turns lead to increasing actual tourist behavior.
Implications: The major findings of the current study are useful for local authority in enhancing positive image of the destination and particularly e-WOM to increase travel intention and lead to better predicting tourist behaviour. This study further provides some theoretical and managerial implications to comprehensive understand travel intention
Keywords: Destination image, e-WOM, travel intention, actual tourist behaviour, TPB.
JEL Classification: L83, Z00, B16