Application of the Extended Theory of Planned Behavior to Intention to Travel to Japan Among Taiwanese Youth: Investigating the Moderating Effect of Past Visit Experience

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.

KEYWORDS:

• Theory of planned behavior
• attitudes
• subjective norms
• perceived behavioral control
• perceived risks
• past visit experience

Additional information

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]).