Extending the Theory of Planned Behavior to Understand Travelers' Intentions to Visit China in Hong Kong Context
DOI:
https://doi.org/10.53469/jsshl.2024.07(03).11Keywords:
China, Hong Kong, ETPB, COVID-19, Travel intentionAbstract
This study aims to understand the travel intentions of Hong Kong residents to China after the COVID-19 pandemic by using an Extended Theory of Planned Behavior (ETPB) that integrates two additional factors: "pandemic-related travel restrictions" and "perceived destination health and safety". Findings from 320 valid surveys indicated that the five factors in the ETPB model are directly related to travel intention, and the ETPB model has a predictive power on the Hong Kong travelers' travel intention to China. The findings of this study extend our knowledge of application of ETPB and provide useful information to tourism industry in China and Hong Kong in marketing strategy formulation and implementation.
References
Acharya, A. S., Prakash, A., Saxena, P., & Nigam, A. (2013). Sampling: Why and how of it? Indian Journal of Medical Specialities, 4(2). https://doi.org/10.7713/ijms.2013.0032
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
Anscombe, G. E. M. (2000). Intention. Harvard University Press. 5-7
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499. https://doi.org/10.1348/014466601164939
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists' travel intention. Journal of Destination Marketing & Management, 12, 1–11. https://doi.org/10.1016/j.jdmm.2019.01.005
Conner, M., & Armitage, C. (1998). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal Of Applied Social Psychology, 28(15), 1429-1464. https://doi.org/10.1111/j.1559-1816.1998.tb01685.x Durbarry, R. (2017). Research methods for tourism students. Routledge.
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1-20. https://doi.org/10.1080/09669582.2020.1758708
Hong Kong Census and Statistics Department. (2020). Hong Kong Annual Digest of Statistics. https://www.statistics.gov.hk/pub/B10100032020AN20B0100.pdf
Hsieh, C., Park, S. H., & McNally, R. (2016). Application of the extended theory of planned behavior to intention to travel to Japan among Taiwanese youth: Investigating the moderating effect of past visit experience. Journal of Travel &Tourism Marketing, 33(5), 717-729. https://doi.org/10.1080/10548408.2016.1167387
ITE. (2022, May 10). Survey found more spending on travel, keen on outbound and take local travel. https://www.itehk.com/travelexpo/doc/press/ITE22 PublicSurvey-May22-en.pdf
Karl, M., Bauer, A., Ritchie, W. B., & Passauer, M. (2020). The impact of travel constraints on travel decision-making: A comparative approach of travel frequencies and intended travel participation. Journal of Destination Marketing & Management, 18, 100471. https://doi.org/10.1016/j.jdmm.2020.100471
Khan, M. J., Chelliah, S., & Ahmed, S. (2019). Intention to visit India among potential travellers: Role of travel motivation, perceived travel risks, and travel constraints. Tourism and Hospitality Research, 19(3), 351-367. https://doi.org/10.1177/1467358417751025
Kim, S. S., Agrusa, J., Chon, K., & Cho, Y. (2008). The effects of Korean pop culture on Hong Kong residents' perceptions of Korea as a potential tourist destination. Journal of Travel & Tourism Marketing, 24(2-3), 163-183. https://doi.org/10.1080/10548400802092684
Lam, T., & Hsu, C. H. C. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589–599.
Law, R., Rong, J., Vu, H. Q., Li, G., & Lee, H. A. (2011). Identifying changes and trends in Hong Kong outbound tourism. Tourism Management, 32(5), 1106-1114.
Liu, Y., Shi, H., Li, Y., & Amin, A. (2021). Factors influencing Chinese residents' postpandemic outbound travel intentions: An extended theory of planned behavior model based on the perception of COVID-19. Tourism Review, 76(4), 871-891. https://doi.org/10.1108/tr-09-2020-0458
Meng, Y., Khan, A., Bibi, S., Wu, H., Lee, Y., & Chen, W. (2021). The effects of COVID-19 risk perception on travel intention: Evidence from Chinese travelers. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.655860
Nguyen, H.M., Phuc, H.N., & Tam, D.T. (2023). Travel intention determinants during COVID-19: The role of trust in government performance. Journal of Innovation and Knowledge, 8(2), 100341 Oltedal, S., Moen, B. E., Klempe, H., & Rundmo, T. (2004). Explaining risk perception: An evaluation of cultural theory. Rotunde, 85(Apr), 1-33.
Park, S. H., Hsieh, C., & Lee, C. (2016). Examining Chinese college students' intention to travel to Japan using the extended theory of planned behavior: Testing destination image and the mediating role of travel constraints. Journal of Travel & Tourism Marketing, 34(1), 113-131. https://doi.org/10.1080/10548408.2016.1141154
Perić, G., Dramićanin, S., & Conić, M. (2021). The impact of Serbian tourists' risk perception on their travel intentions during the COVID-19 pandemic. European Journal of Tourism Research, 27, 2705. https://doi.org/10.54055/ejtr.v27i.2125
Sheeran, P. (2005). Intention-behaviour relations: A conceptual and empirical review. European Review of Social Psychology, 1-36. https://doi.org/10.1002/0470013478.ch1
Shen, J. (2003). Cross‐border connection between Hong Kong and mainland China under 'two systems' before and beyond 1997. Geografiska Annaler: Series B, Human Geography, 85(1), 1-17. https://doi.org/10.1111/1468-0467.00127 23.Shin, H., Nicolau, J. L., Kang, J., Sharma, A., & Lee, H. (2022). Travel decision determinants during and after COVID-19: The role of tourist trust, travel constraints, and attitudinal factors. Tourism Management, 88, 104428. https://doi.org/10.1016/j.tourman.2021.104428
Soliman, M. (2019). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549. https://doi.org/10.1080/15256480.2019.1692755
Sujood, Hamid, S., & Bano, N. (2021). Behavioral intention of traveling in the period of COVID-19: An application of the theory of planned behavior (TPB) and perceived risk. International Journal of Tourism Cities, 8(2), 357-378. https://doi.org/10.1108/ijtc-09-2020-0183
United Nations and World Tourism Organization. (1994). Recommendations on Tourism Statistics (Report No. Series M No. 83). World Tourism Alliance (2022). China Inbound Tourism Development Report. https://www.wta-web.org/wp-
content/uploads/2022/03/%E4%B8%AD%E5%9B%BD%E5%85%A5%E5%A2%83%E 6%97%85%E6%B8%B8%E5%8F%91%E5%B1%95%E6%8A%A5%E5%91%8A.pdf World Tourism Alliance. (2019). WTA Data Analysis Report of China's Inbound Tourism. http://wta.dragongap.cn/wp-content/uploads/2021/05/2019-WTA-DataAnalysis-Report-of-Chinas-Inbound-Tourism.pdf
Xu, J. (., Choi, H. C., Lee, S. W., & Law, R. (2022). Residents' attitudes toward and intentions to participate in local tourism during and after the COVID-19 pandemic. Asia Pacific Journal of Tourism Research, 27(5), 473-488. https://doi.org/10.1080/10941665.2022.2091945
International tourism, number of departures-Hong Kong SAR, China. Data. (n.d.). World Bank Open Data |Data. https://data.worldbank.org.cn/indicator/ST.INT.DPRT?locations=HK
International tourism, expenditure (current price in US dollars) - Hong Kong SAR, China. (n.d.). World Bank Open Data | Data.https://data.worldbank.org.cn/indicator/ST.INT.XPND.CD?locations=HK
Social Science, Technology and Cultural Industry Statistics Department of the International Bureau of Statistics and Cultural System Reform and Development Office of the Central Propaganda Department (2021). Statistical Yearbook of Chinese Culture and Related Industries 2021 National Library Press http://www.zgtjcbs.com
Lin Fen,&Lin Sixian (2017) The Chinese View of Hong Kong Youth: Ethnic Identity and Student Movement In the 21st century, (164), 66-86 China Tourism Research Institute (2020) China Inbound Tourism Development Report 2020. https://www.sgpjbg.com/baogao/69826.html 32.Zhu Ying (2020) Ministry of Culture and Tourism of the People's Republic of China 2019 Statistical Bulletin on Cultural and Tourism Development Department Government Affairs China Government Website China Government Website Central People's Government Portal Website https://www.gov.cn/xinwen/2020-06/22/content_5520984.htm