Role of Dispositional Aspects of Self-identity in the Process of Planned Behavior of Outbound Travel

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2018
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English
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Abstract

Identity theorists suggest that one’s self-identity affects his behavioral intent directly, while planned behavior researchers believe that one’s attitude toward a specific behavior has a direct effect on his intention to perform the behavior. Few studies have ever examined how one’s self-identity and situational attitude may interact on his behavioral intent. This study aims to fill this gap by examining the role of one’s dispositional aspects of self-identity in the process of planned behavior in the context of outbound travel. Based on a survey on Chinese outbound travel, this study verifies that self-identity does not exert direct influence on outbound travel intents; instead, the effect of self-identity is mediated by the effect of the planned behavioral constructs. This study concludes that, in the context of outbound travel, the dispositional aspects of self-identity contribute to outbound travel intentions within the structure of the theory of planned behavior. Both theoretical contributions and practical implications are discussed.

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Wang, S., Wu, L., & Lee, S. (2018). Role of dispositional aspects of self-identity in the process of planned behavior of outbound travel. Journal of Vacation Marketing, 24(2), 187–199. https://doi.org/10.1177/1356766717695850
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Journal of Vacation Marketing
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