Visa requirements and visit intention : applying the theory of planned behavior

Abstract

When tourists contemplate an international destination to visit, the ease of obtaining a visa is seen as an important consideration. Even though the theory of planned behavior has been used extensively to predict tourists’ visit intentions, the purpose of this study was to understand how the expectations that tourists have of visa requirements moderate the relationships between attitudes, subjective norms, perceived behavioral control and intention to visit a destination of choice. Responses were collected from 301 individuals, using an online questionnaire. Structural equation modeling was used to test the hypotheses and confirmed the moderating role of visa requirements.