Determining the relationship between travellers' attitudes, domestic travel preference and travel intention using the Hayes process macro model

R. Murali, Sanjeeb Pal and K. Mohamed Jasim

International Journal of Services, Economics and Management, 2025, vol. 16, issue 3, 297-315

Abstract: India is now in a fast-paced environment. The attitude towards travel preferences and the paradigm shifts in the consumption basket, and the improvement in the infrastructure elevated the tourism sector to the next level. The survey was administered to 396 respondents across the nations, who are interested to have domestic travel in principle. The theory of planned behaviour proposed by Ajzen (1991), with six constructs, namely traveller's attitude (TA), subjective norms (SN), perceived behaviour control (PBC), domestic travel preferences (DTP), willingness to spend (WTS) and domestic travel intention (DTI), was used in the study. The results of the study show that all the constructs are interrelated with each other. Other than perceived behaviour control, all the other constructs are found to be predictors of travel intention. Subjective norms and perceived behaviour control moderate the travel intention whereas willingness to spend does not moderate. Implications for the further enhancement of the industry are discussed which may be useful for the policymakers of the travel industry.

Keywords: theory of planned behaviour; TPB; travel intention; travellers' attitude; domestic travel preference; DTP; perceived behaviour control; PBC; willingness to spend; WTS; domestic travel intention; DTI. (search for similar items in EconPapers)
Date: 2025
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