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Full Length Research Paper
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Applying the theory of
planned behavior to explore the independent travelers’
behavior
Chih-Yung Tsai*
Department of Business Administration, National Formosa
University. Correspondence to: Dr. Chih-Yung Tsai. Address: No.64, Wunhua Rd., Huwei
Township, Yunlin County 632, Taiwan (R.O.C.). E-mail:
ba_cytsai@nfu.edu.tw.
Tel: +886-5-631-5775.
Accepted 29 December 2009 |
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Abstract |
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This study analyzes the behavior of Independent traveler
participators on the basis of projected behavior theory. The
results are as follows: (1) key person’s opinion to the
participator is the most significant to the participator’s
willingness to spend time to actively learn related knowledge
before joining in the Independent traveler. (2)The greater
confidence and capability the participator has during
Independent traveler, the more measures are taken involved in
the Independent traveler. (3)The more measures taken involving
the Independent traveler by the participator, it is more likely
the participator to join the Independent traveler. (4) The
opinion from other key persons has impact on the participator’s
willingness to promote or recommend others to join the
Independent traveler. (5)The greater confidence and capability
the participator has, it is more likely the participator to join
the Independent traveler. (6)The more thoughts the participator
has, the more frequent the participator actually joins the
Independent traveler. (7)The greater confidence and capability
the participator performed during the Independent traveler, the
more frequent the participator joins the Independent traveler.
Key words:
Theory of planned behavior, travel behavior, independent travel. |
