Predicting behavioral intention of choosing a travel destination

Research output: Journal article publicationJournal articleAcademic researchpeer-review

555 Citations (Scopus)


Studies on travel intentions have been one of the foci of tourism research for years, but the complex decision-making process leading to the choice of a travel destination has not been well researched. This study attempted to test the applicability of the theory of planned behavior (TPB) model using its core constructs (attitude, subjective norm, and perceived behavioral control), with the addition of the past behavior variable, on behavioral intention of choosing a travel destination. The study sample comprised 299 potential Taiwanese travelers to Hong Kong. The data fitted the TPB model moderately well. Attitude, perceived behavioral control, and past behavior were found to be related to behavioral intention of choosing a travel destination. Theoretical and marketing implications were derived.
Original languageEnglish
Pages (from-to)589-599
Number of pages11
JournalTourism Management
Issue number4
Publication statusPublished - 1 Aug 2006


  • Attitude
  • Past behavior
  • Perceived behavioral control
  • Subjective norm
  • Theory of planned behavior

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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