Application of the Theory of Planned Behavior to Travelers’ Behavioral Intentions for Hostel

• Main Authors: Kai-Chieh Chiang, 江凱傑
• Other Authors: Kai-Chih Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/01489242305030598576

碩士 === 國立臺東大學 === 休閒事業管理碩士在職專班 === 102 === The hostel lodging is an economy accommodation style that is widely preferred by students, youth, and backpackers. In recent years, the rapid growth of the youth tourism market also has led the booming of hostels’ development. However, there are only few study were done for this specific type of accommodations in Taiwan. Theory of planned behavior has been widely applied to the study of costumers’ behavioral intentions. Therefore, based on this theory, this study analyzes visitors’ behavior to the youth hostel and the theoretical variables that affect the behavior of visitors. Base on previous findings, this study establishes a questionnaire to investigate the behavior beliefs, attitude, normative beliefs, subjective norm, control beliefs, perceived behavioral control, and behavioral intentions of visitors to the hostel. In this study, 337 valid questionnaires were collected in Taipei, Tainan, Kaohsiung, Hualien and Taitung hostels during January to March 2014, and then analyzed by descriptive statistics, independent sample t-test, one-way ANOVA analysis, and multiple regression analysis. The results showed that couples pay more attention to others’ opinions than singles. People who had been stayed in hostels for several times or used internets as the main approach to exchange information consider it is simple and easy to choose hostels as their lodging choice. People who traveled alone or ever stayed in hostels for several times showed more positive attitude to hostel lodging. People who used to stay in hostels for several times or used internets as the main approach to exchange information consider themselves have more ability to choose accommodation from hostels. People who are solo travelers, ever stayed in hostels for several times or used newspapers, magazines, books, and internets as main approach to exchange information showed more intense behavioral intentions. Base on the Theory of Planned Behavior, attitude, subjective norm and perceived behavioral control has a significant positive effect on travelers’ behavioral intentions to the hostels. The attitude is the major reason to affect travelers’ behavioral intentions to the hostels, followed by perceived behavioral control and, thirdly, subjective norm.