Thai University Student Travel Behavior: An Extension of Theory of Planned Behavior

Abstract

Previous tourism studies have applied the Theory of Planned Behavior (TPB) in different contexts including medical, casino and senior travelers. These examinations support the applicability of the TPB and a number of additional predictors have been included in the original model of the TPB to better explain behavioral intentions and actual behavior in respect of travel.   However, little attention has been given to explore further factors which influence young tourist behavior. The purpose of this empirical research is to seek further insight into the travel motivations of university students and their travel behavior within ASEAN destinations after the official establishment of the AEC in 2015. The questionnaire was distributed to university students in Thailand during December 2016 and January 2017. A total of 338 responses were obtained, of which 289 cases were deemed usable for the statistical analysis. A series of multiple regression analyses were conducted. Overall, additionally to the elements of the TPB, the findings indicated that travel motivations regarding cultural experiences were a significant predictor for this tourist segment. Social reference had the strongest significant impact on Thai students. Important implications for Destination Marketing Organizations (DMOs) are suggested.