The Impact of Tourists’ Perceptions of Space-launch Tourism: An Extension of the Theory of Planned Behavior Approach

Abstract

Prior studies on space tourism have mainly investigated tourists' engagement in outer space tourism activities. There is no research undertaken as yet related to tourists' perception toward indoor space tourism (i.e., space-launch tourism). The aim of this study is to examine the relationship between attitude, subjective norm, perceived behavioral control, hedonic motivation, and intention toward space-launch tourism activities using the Wenchang spacecraft launch site as the tourism destination. An integrated conceptual research model was proposed based on the theory of planned behavior model. A web-based survey questionnaire was developed where a total of 444 questionnaires were ultimately collected followed by subsequent empirical testing of the postulated hypotheses, using SPSS and Structural Equation Modeling (SEM). The results suggested that attitude, subjective norm, perceived behavioral control and hedonic motivation positively influence intention. Subjective norm also displayed a significant positive influence on attitude, while attitude played a partial mediation role between subjective norm and intention. The findings indicated that the proposed model has more predictive capacity compared to original theory of planned behavior model. The theoretical and practical implications of the results were also discussed, including limitations of the research.

Purchase Intention for Green Cars Among Chinese Millennials: Merging the Value–Attitude–Behavior Theory and Theory of Planned Behavior

“…Thus, non-volitional factors, such as those identified in the perceived behavioral control (PBC) variable of TPB, were included as an added predictor that extended TRA boundaries ( Wang, 2020 ). The TPB model comprises of four constructs, namely, attitude, subjective norm (SN), PBC and intention, and eventually the behavior ( Wang et al, 2021a ). Many researchers applied TPB to estimate consumer’s green/purchase behavior, such as green hotel selection ( Wang et al, 2019 ), destination choice ( Wang et al, 2021c ), and eco-label food consumption ( Ateş, 2021 ).…”

Use and Perceptions of Electronic Cigarettes among Young Chinese Generation: Expanding the Theory of Planned Behaviour

“…Specifically, individuals are not rational all the time in decision-making processes [17], they may perform certain behaviours are restricted by some elements such as time constrain, cognitive components or lack of knowledge [27]. Hedonism represents an irrational process toward shopping for goods or experiencing of services, such as being playful, having fun, or to feel better [20]. Individuals are seeking expected sensory stimulations, status, comfort, affection, symbolism and behavioural conformation when they search for a particular product or services during the purchasing and usage process [30] [31].…”

“…More importantly, PBC has high explanator power in a situation with individual's perceived constraints than other theories (e.g., value-belief-norm theory) [29]. Thus, individuals perceived a specific behaviour can be performed difficult or ease [14], and he/she also consider his/her ability can or cannot to perform a certain behaviour [20]. In other words, the more an individual is able to have control over any obstacles, the more possibilities he/she will be engaged in the given behaviour [28].…”

“…Literature Review 2.1. The Theory of Planned Behaviour Undoubtedly, attitude consistently plays the most important role in determining one's behaviour compared to other factors (e.g., subjective norm, perceived behavioural control) in TPB [20]. Attitude is central to the consumer decision-making theories [21] as it seems to be the only consistent predictor in explaining an individual's intention and behaviour [22].…”

“…Researchers who propose the TPB as the underpinning theory on Asian consumers, such as China, Japan, India, Korea as highly collectivistic societies should consider the role of SN is essential when determining one's attitude in those countries [17]. Because it is likely that the favorable or unfavorable views interact significant others on novelty products or services contributes to his/her positive or negative attitude [14] that result in high or low level of purchase intention or behaviour [20]. Some studies have demonstrated a significant causative relationship from SN to attitude, then subsequently, purchase intention [17] [28], while other studies suggested that attitude has a mediating role between SN and intention [14] [20].…”