Applications of Planned Behavior Theory (TPB) in Jordanian Tourism

Mamdouh T Al Ziadat

doi:10.5539/ijms.v7n3p95

Abstract

This study tested the sufficiency and application of the Theory of Planned Behavior (TPB) in tourism of Jordan by examining the antecedents of revisit intention/actual visit behavior, and the mediating effect of revisit intention in the relationship between perceived behavior control (PBC) and actual visit behavior (ACT). This study used a survey data of 403 international tourists who visited Jordan. Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 20) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power of the original TPB model to explain international tourists' behavior in Jordan. The findings highlighted that the relationship between tourist attitude and subjective norm are significant and positive on revisit intention. In addition, revisit intention and perceived behavior control are significant and show positive direct impacts on actual visit behavior. In contrast, perceived behavior control yields insignificant impact on revisit intention. Revisit intention however, does not have mediating effect in the relationship between perceived behavior control and actual visit behavior.

Highlights

Travel and tourism have become a global industry
The questionnaire is divided into four parts: (1) demographic variables (12 items); (2) tourist attitude (6 items), subjective norm (6 items) and perceived behavior control (6 items), and all items were adapted from Cannier et al (2008); (3) revisit intention 5 items adapted from Al Muala et al (2012); and (4) Actual visit Behavior (5 items) which were adapted Shih, 2004 and Raman (2008). 3.1 Hypotheses Formulation Based on the objective of the study, six hypotheses were developed: H1 Revisit Intention is positively related with Actual visit Behavior
Since the hypothesized model (Figure 2) did not achieve model fit (p

Summary

Introduction

Travel and tourism have become a global industry. Tourism industry has grown at an amazing pace since the last decades and become one of the largest industries in the world (Hui et al, 2007). Due to the importance of this industry to a country’s economy, its tourism ministry has been urged to understand the tourists’ behavior and the plausible factors that might influence their travelling decision. This imperative need of understanding tourists’ behavior becomes one of the major concerns of the Jordanian tourism ministry. Most studies are related to the loyalty of the tourists which centered on tourist satisfaction on the services being provided in the western context (Riley et al, 2001).

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Results

Discussion

Conclusion