The applicability of theory of planned behaviour to predict domestic tourist behavioural intention: The case of bangladesh

Abstract

The paper aims at expanding the TPB model to examine the relationship among attitude, subjective norms, perceived behavioural control, motivation, and behavioural intention as well as the extent to which satisfaction mediates the relationship in the link between TPB predictive constructs along with motivation and behavioural intention. A questionnaire survey technique was administered on domestic tourists and subsequently, structural equation modeling using SmartPLS 3.0 was subjected to test the synthesized relationship among variables. The study findings support that attitude, subjective norms, and motivation significantly influence customer satisfaction and behavioural intention whereas perceived behavioural control does not. In addition, the study indicates that customer satisfaction mediates in the link between attitude, subjective norms, and motivation, and behavioural intention. However, despite the availability of international tourists, the study selected only domestic tourists that are liable for future research. Moreover, the findings of the study will enhance the understanding of hospitality researchers and managers what will significantly influence customer satisfaction and behavioural intention.