Theory of Planned Behavior

The theory of reasoned action (TRA) and the theory of planned behavior (TPB) are foundational models extensively employed in social science research to predict individual behaviors. With their increasing popularity in tourism and hospitality studies, the application trends of these theories have likely undergone significant evolution. TRA serves as the foundational model, whereas TPB, as an expanded version with additional factors, warrants greater focus. This chapter aims to summarize TPB’s application in tourism and hospitality research, in terms of extending the theory, identifying ultimate behavioral variables, analyzing research perspectives and levels of application, and highlighting emerging trends. A thorough review of 343 studies published from 2020 to 2024 provides a detailed discussion of the model’s applications and prospective directions.