Prediction of Travel Abroad: A Comparison of the Theory of Reasoned Action and Planned Behavior

Travel abroad behavior was predicted by applying consumer behavior theories: theory of reasoned action (Ajzen and Fishbein, 1980; Fishbein and Ajzen, 1975) and the theory of planned behavior (Ajzen, 1985, 1987). These theories were helpful to predict consumer intentions and behaviors and to provide a basis for identifying the factors that influence consumer behaviors. In this study, these theories were applied to travel behavior. College students completed a questionnaire that measured their attitude, subjective norms, perceived behavioral control, and intentions to travel abroad. Consistent with the theory, attitudes, subjective norms, and perceived behavioral control predicted the intention to travel abroad, and intentions and perceived behavioral control predicted the choice of travel abroad. By comparing the results of two theories, theory of planned behavior provides a means for better understanding why some people travel abroad and others do not.