The efficacy of the theory of planned behavior for predicting intentions to choose a travel destination: a review

Abstract

Purpose The theory of planned behaviour (TPB) considers the interrelationship between such concepts as beliefs, attitudes, norms, intentions and behaviour (Ajzen, 1991; Ajzen and Fishbein, 1975). Based on a review of academic sources, this paper aims to analyse the efficacy of the TPB for predicting people’s intentions when choosing a travel destination. Design/methodology/approach Surprisingly, only 15 studies were identified that used TPB to predict the choice of travel destination, though the theory has been used in other areas of tourism analysis. Findings Mixed results were found in the studies. Therefore, the adequacy of the TPB for predicting travellers’ intentions of choosing a destination may be questioned. However, there is nothing in the TPB suggesting that all the constructs of the model must contribute equally, significantly and simultaneously to behavioural intentions. Originality/value To achieve a more comprehensive understanding of the intentions in question, the TPB model may have to be extended to suit different settings. The decision-making process of choosing a destination is a complicated one; therefore, researchers’ attention should not only consider travellers’ intentions but also the direct effect of intentions on the actual behaviour.