Post-COVID-19 travel intentions to Kenya from Hong Kong by applying the extended theory of planned behavior (ETPB)

Monica W.C. Choy


Purpose – This paper examines the post-COVID-19 travel intentions to Kenya among Hong Kong outbound travelers using the theory of planned behavior (TPB) over three different time horizons of 1, 5, and 10 years. Design/methodology/approach – An extension was made by including two new constructs of perceived destination image and travel constraints. A cross-sectional sample of Hongkongers was surveyed. Data were collected using a self-administrated bilingual (English and Chinese) online survey. Exploratory factor analysis, linear regression and mediation analysis were conducted to test the research model. Findings – The findings from 216 Hongkongers reveal that different combinations of the four constructs, namely, perceived behavioral control, attitude, subjective norms, and destination image, share a positive effect on individuals’ travel intention to Kenya over the three different time horizons. Travel constraints act as a significant negative mediator on the four constructs in predicting travel intention to Kenya among Hongkongers. Practical implications – The results provide useful insight to Kenya’s destination marketing organization (DMO) and Hong Kong outbound travel agencies to integrate prominent elements into marketing strategies to arouse travel intention and expand their business prospects, which will also accelerate tourism recovery in the post-pandemic era. Originality/value – By integrating two extended variables into the TPB model, this study makes a contribution by overcoming the deficiency of the original theory.