Abstract

Based on theory of planned behavior (TPB), to be integrated with eWOM and destination image, a tourist’s behavior model was established. The Taiwan inbound tourists from Southeast Asian Countries were taken as the objects. By utilizing questionnaire survey, a total of 308 valid samples were obtained. SPSS 20.0 and Amos 20.0 were employed to conduct statistical analysis and the complete model analysis. According to the results, attitude toward behavior significantly influenced behavioral intention, subjective norm and perceived behavioral control had no significant influence on behavioral intention. And, eWOM and destination image had significantly positive influence on the variables of TPB. For the proposed model, the goodness-of-fit was acceptable. Finally, theoretical and practical implications, the limitations of this study and directions for future research were proposed.

Keywords: Theory of planned behavior, Electronic word-of-mouth, Destination image, eWOM