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ABSTRACT
This study examines the extended Theory of Planned Behavior in the context of young Taiwanese' travel intentions to Japan. Analyses indicate that perceived risks negatively impact attitudes, while attitudes, subjective norms, and perceived behavioral control positively impact behavioral intentions. Contrary to the hypothesized direct effect, attitudes fully mediate the perceived risks and behavioral intentions relationship. A novel contribution of this study is the examination of the moderating effect of past visit experience, revealing significant moderation of the paths from attitudes to behavioral intentions, and from perceived behavioral control to behavioral intentions, with stronger effects for experienced visitors over novices.
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Notes on contributors
Chi-Ming Hsieh
Chi-Ming Hsieh, PhD, is Assistant Professor, International Bachelor Program of Agribusiness, National Chung Hsing University, No. 250 Kuo Kuang Rd., Taichung 402, Taiwan (E-mail: [email protected]).
Sung Hee Park
Sung Hee Park, PhD, is Assistant Professor, Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Taipa, Macau, SAR, China (E-mail: [email protected]).
Regina McNally
Regina McNally, PhD, is Associate Professor, Graham School of Management, Saint Xavier University, Chicago, IL 60655, USA (E-mail: [email protected]).