MODELLING BEHAVIORAL INTENTION TO VISIT TO HAINAN IN POST-COVID ERA: AN EXTENDED TPB
DOI:
https://doi.org/10.55197/qjssh.v7i2.971Keywords:
extended TPB, behavioral intention, exploratory factor analysis, post-COVID eraAbstract
In the Post-COVID era, the behavioral patterns of tourists have undergone significant transformations, making it essential to understand the key determinants influencing their visit intentions, particularly in prominent destinations such as Hainan, China. The objective of this study is to construct a comprehensive model to investigate the behavioral intentions of tourists considering travel to Hainan. To establish the foundational framework, the Theory of Planned Behaviour (TPB) was adopted as the core theoretical basis. Through an extensive review of the existing literature, additional context-specific variables were identified and further validated through consultations with industry experts. Data were collected via a structured questionnaire, resulting in a total of 170 valid responses. To uncover the underlying factor structure, an exploratory factor analysis (EFA) was conducted. The findings reveal that, alongside the original constructs of the TPB, namely attitude, subjective norms, and perceived behavioral control; two additional factors emerged as significant: past behavior and risk perception. These newly identified components provide a deeper understanding of tourist decision-making in a post-pandemic context. This research contributes to the academic literature by proposing an extended TPB model that is more closely tailored to examining travel intentions toward Hainan. The enhanced framework not only reflects contemporary traveler concerns but also offers practical insights for destination marketers and policymakers aiming to revitalize tourism in the region.
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