|
Sign In to gain access to subscriptions and/or personal tools.
|
Journal of Hospitality & Tourism Research, Vol. 30, No. 4,
507-516 (2006)
DOI: 10.1177/1096348006287163
Intention to Experience Local Cuisine in a Travel Destination: The Modified Theory of Reasoned Action
Kisang Ryu
Chonnam National University
SooCheong (Shawn) Jang
Purdue University
This article proposes a modified theory of reasoned action model in which past behavior was added to the original theory of reasoned action model. Using the proposed model, this study investigated the interdependence between attitudinal and normative components and also examined the model’s ability to predict tourist behavioral intentions to try local cuisine in a hypothetical situation. A structural equation analysis showed that the model had strong predictive ability for tourist intentions to experience local cuisine. Attitude and past behavior were significant predictors of tourist behavioral intentions. In addition, the interdependence between attitudinal and normative components were partly supported. Implications of the findings are discussed as well.
Key Words: local cuisine • theory of reasoned action • attitude • subjective norm • past behavior • tourists’ behavioral intention
References
- Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall .
- Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach . Psychological Bulletin, 103(3), 411-423 .[CrossRef][ISI]
- Bagozzi, R. P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses . Journal of Personality and Social Psychology, 41(4), 607-627 .[CrossRef]
- Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models . Journal of the Academy of Marketing Science, 16(1), 74-94 .
- Bearden, W. O., Sharma, S., & Teel, J. E. (1982). Sample size effects on chi-square and other statistics used in evaluating causal models . Journal of Marketing Research, 19 (4), 425-430 .[CrossRef]
- Bentler, P. M. (1990). Comparative fit indexes in structural models . Psychology Bulletin, 107(2), 238-246 .[CrossRef]
- Bessiere, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas . Sociologia Ruralis, 38(1), 21-34 .[CrossRef]
- Chang, M. K. (1998). Predicting unethical behavior: A comparison of the theory of reasoned action and the theory of planned behavior . Journal of Business Ethics, 17(16), 1825-1834 .[CrossRef]
- Cohen, E., & Avieli, N. (2004). Food in tourism attraction and impediment . Annals of Tourism Research, 31(4), 755-778 .[CrossRef]
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error . Journal of Marketing Research, 18(1), 39-50 .[CrossRef]
- Hee, S. (2000). Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures . Communication Studies, 51(2), 162-175 .
- Long, M. L. (2003). Culinary tourism. Lexington: University of Kentucky .
- Oliver, R. L., & Bearden, W. O. (1985). Crossover effects in the theory of reasoned action: A moderating influence attempt . Journal of Consumer Research, 12(3), 324-340 .[CrossRef]
- Ouellette, J. A., & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior . Psychological Bulletin, 124(1), 54-74 .[CrossRef][ISI]
- Vallerand, R. J., Deshaies, P., Cuerrier, J., Pelletier, L. G., & Mongeau, C. (1992). Ajzen and Fishbein’s theory of reasoned action as applied to moral behavior: A confirmatory analysis . Journal of Personality and Social Psychology, 62(1), 98-109 .[CrossRef]
 CiteULike  Connotea  Del.icio.us  Digg  Reddit  Technorati What's this?
|
