TAILIEUCHUNG - Applied TPB model to study the intention of returning tourists in Jinju, South Korea

Applied TPB model to study the intention of returning tourists in Jinju, South Korea can be affected by interventions that produce change in attitudes, subjective norms, and perceptions of behavioral control; and that past travel choice contributes to the prediction of later behavior only if circumstances remain relatively stable. | Social Behavior and Personality 2010 Applied TPB model to study the intention of returning tourists in Jinju South Korea Cheng-Neng Lai Tai-Kuei Yu Jui-Kun Kuo Received 21 May 2010 accepted 11 October 2010 Relying on the theory of planned behavior Ajzen 1991 a longitudinal study investigated the effects of an intervention introduction of a prepaid bus ticket on increased bus use among college students. In this context the logic of the proposition that past behavior is the best predictor of later behavior was also examined. The intervention was found to influence attitudes toward bus use subjective norms and perceptions of behavioral control and consistent with the theory to affect intentions and behavior in the desired direction. Furthermore the theory afforded accurate prediction of intention and behavior both before and after the intervention. In contrast a measure of past behavior improved prediction of travel mode prior to the intervention but lost its predictive utility for behavior following the intervention. In a test of the proposition that the effect of past on later behavior is due to habit formation an independent measure of habit failed to mediate the effects ofpast on later behavior. It is concluded that choice of travel mode is largely a reasoned decision that this decision can be affected by interventions that produce change in attitudes subjective norms and perceptions of behavioral control and that past travel choice contributes to the prediction of later behavior only if circumstances remain relatively stable. 1. Introduction Motivation for travel has been an important area of study in the tourism literature for decades. Understanding why people travel and what factors influence their behavioral intention of choosing a travel destination is beneficial to tourism planning and marketing. One popular typology for understanding travel motivation is the push and pull model Crompton 1979 . This travel motivation model has been well cited in the tourism

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