An Evaluation of the New Tourist Behavior Model Based on the Extended Theory of Planned Behavior

Abstract

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