Theory of Planned Behavior: Potential Travelers from China

Research output: Journal article publicationJournal articleAcademic researchpeer-review

277 Citations (Scopus)


Tourist behavior theories have been the focus of research in many tourism studies, but how travelers' behavioral intention in choosing a travel destination is developed has rarely been investigated. This study tested the fit of the theory of planned behavior (TPB) with potential travelers from Mainland China to Hong Kong as the sample (n = 328). Results showed that data fitted the TPB model moderately well and explained respondents'traveling intention. Attitude, perceived behavioral control, and past behavior were found to be related to respondents'travel intention. Recommendations were provided for government and tourism bodies to market Hong Kong as a destination for Mainland Chinese travelers.
Original languageEnglish
Pages (from-to)463-482
Number of pages20
JournalJournal of Hospitality and Tourism Research
Issue number4
Publication statusPublished - 1 Jan 2004


  • attitude
  • China
  • past behavior
  • perceived behavioral control
  • subjective norm
  • theory of planned behavior

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management


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