ASEAN University Students Travel Behavioural Intention: An Application of the Theory of Planned Behaviour

Main Article Content

Chidchanok Anantamongkolkul

Abstract

          The theory of planned behaviour (Ajzen, 1991) was adapted to examine university tourist behavioral intention after the official establishment of the ASEAN Economic Community (AEC) in December 2015.  An additional predictor of travel motivation was included in the original TPB model. This approach is novel in young tourist literature. A quantitative approach was utilized and 620 copies of questionnaires were distributed to Thai and Malaysian university students. Consequently, 583 valid responses were obtained.  Factor analysis was employed to confirm the dimensionality of the constructs and to refine the multiple-item scales. A series of regression analyses were conducted to assess the scope of relationships between predictors and travel intentions within ASEAN. It was found that all three core predictors of the TPB, namely, attitude, subjective norm, and perceived behavioral constraints, significantly contributed to university tourists' intention to travel in ASEAN. In addition, the iterative analyses revealed that seeking job opportunities became a significant effect of the young tourists' intention to visit an ASEAN destination. Both theoretical and practical implications are suggested. The research findings extend the literature on Crompton’s push-pull model. The findings also support the applicability of the TPB in the context of young tourists. Tourism destinations in ASEAN need to re-image their destination to satisfy the referent groups which are perceived as the strongest predictor of young tourist behavior. Organizations and policymakers related to labor should also prepare for the flow of such skilled workers.

Downloads

Download data is not yet available.

Article Details

Section
Research Article

References

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Crompton, J. L. (1979). Motivations for Pleasure Vacation. Annals of Tourism Research, 6(4), 408–424.

Field, A. P. (2009). Discovering Statistics Using SPSS. London: Sage Publications.

Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. Upper Saddle River, N. J.: Pearson.

Hsu, C. H. C. & Huang, S. (2010). An Extension of the Theory of Planned Behaviour Model for Tourists. Journal of Hospitality and Tourism Research, 12(21), 1–28.

Hsu, C. H. C. & Lam, T. (2004). Theory of Planned Behaviour: Potential Travelers from China. Journal of Hospitality and Tourism Research, 28(4), 463–482.

Hsu, C. W. (2011). Motivations of People who Visit Disneyland. Retrieved from http://griffith.summon.serialssolutions.com

Kim, K., Oh, I. K. & Jogaratnam, G. (2007). College Studen Travel: A Revised Model of Push Motives. Journal of Vacation Marketing, 13(1), 73–85.

Lam, T. & Hsu, C. H. C. (2006). Predicting Behavioural Intention of Choosing a Travel Destination. Tourism Management, 27(4), 589–599.

Madden, T. J., Ellen, P. S. & Ajzen, I. (1992). A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action. Personality and Social Psychology Bulletin, 18, 3–9.

Misung, L., Heesup, H. & Tim, L. (2012). Medical Tourism – Attracting Japanese Tourists for Medical Tourism Experience. Journal of Travel and Tourism Marketing, 29(1), 69–86.

Phillips, W. J. & Jang, S. (2012). Exploring Seniors’ Casino Gaming Intention. Journal of Hospitality and Tourism Research, 36(3), 312–334.

Ryan, C. & Zhang, Z. (2007). Chinese Students: Holiday Behaviours in New Zealand. Journal of Vacation Marketing, 13(2), 91–105.

Sparks, B. & Pan, G. W. (2009). Chinese Outbound Tourists: Understanding their Attitudes, Constraints, and Use of Information Sources. Tourism Management, 30(4), 483–494.

Sparks, B. (2007). Planning a Wine Tourism Vacation: Factors that Help to Predict Tourist Behavioural Intentions. Tourism Management, 28(5), 1180–1192.

Story, M. A. (2011). Travel Motivations of African–Americans Age 21 to 31. Retrieved from http://griffith.summon.serialssolutions.com

World Tourism Organization. (2016). UNWTO Tourism Highlights 2016. Retrieved from http://mkt.unwto.org