Post-COVID-19 travel intentions to Kenya from Hong Kong by applying the extended theory of planned behavior (ETPB)
Staff Page Link
Document Type
Journal Article
Publication Date
2023
Keywords
Hong Kong, Kenya, Theory of planned behavior, Travel intention, Travel constraints, Destination image
DOI
https://doi.org/10.1108/JHTI-07-2022-0296
Abstract
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.
Source Publication
Journal of Hospitality and Tourism Insights
Recommended Citation
Choy, M. (2023). Post-COVID-19 travel intentions to Kenya from Hong Kong by applying the extended theory of planned behavior (ETPB). Journal of Hospitality and Tourism Insights. http://dx.doi.org/https://doi.org/10.1108/JHTI-07-2022-0296