Modeling Tourists’ Intention to Visit Safer Destinations: An Extended Theory of Planned Behavior Approach

Abstract

Recent developments in tourism behavior highlight the growing importance of safety considerations in destination choice. Travelers increasingly evaluate destinations not only based on attractiveness but also on perceived risk and their ability to manage uncertain conditions. In this context, understanding the determinants of travel intention becomes essential. This study aims to examine tourists’ intention to visit safer destinations by extending the Theory of Planned Behavior with perceived knowledge of health protocols as an additional predictor. A quantitative approach was employed using survey data collected from 200 Indonesian respondents who intended to travel domestically. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural models. The findings show that attitude, subjective norm, and perceived behavioral control significantly influence travel intention, with attitude emerging as the strongest predictor. Perceived knowledge does not directly affect intention but significantly influences attitude and subjective norm, indicating its indirect role in shaping decision-making. The study demonstrates that travel intention in safety-sensitive contexts is driven by evaluative, control-related, and knowledge-based factors. Extending the TPB framework with knowledge provides a more comprehensive understanding of tourist behavior, offering practical insights for promoting safer destinations.