Global Journal of Business Management

Global Journal of Business Management ISSN 6731-4538 Vol. 4 (12), pp. 001-014, December, 2010. © International Scholars Journals

Full Length Research Paper

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. Tel: +886-5-631-5775. Address: No.64, Wunhua Rd., Huwei Township, Yunlin County 632, Taiwan (R.O.C.) E-mail: [email protected]

Accepted 29 July, 2010

Abstract

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.