Author Identifier (ORCID)
Kourosh Esfandiar: https://orcid.org/0000-0001-6242-2899
Arghavan Hadinejad: https://orcid.org/0000-0002-3036-8899
Abstract
The Theory of Planned Behaviour (TPB) has received considerable attention across various academic disciplines and remains one of the most widely applied–yet increasingly critiqued–theoretical frameworks in tourism research. Despite its widespread use, there is a notable lack of critical reflection on its adequacy in capturing the complexity of tourist behaviour and a limited exploration of alternative theoretical pathways. This paper addresses this gap by critically evaluating the appropriateness and limitations of the TPB in tourism research. Special attention is given to the Theory of Reasoned Goal Pursuit (TRGP), a recent extension of the TPB, alongside complementary frameworks from parent disciplines and emerging methodological innovations. The paper concludes that an overreliance on the TPB may constrain theoretical advancement in the field. Future research on tourist decision-making and human behaviour should therefore consider broader, interdisciplinary approaches that more effectively account for emotional, contextual, and cognitive complexities.
Document Type
Journal Article
Date of Publication
1-1-2025
Publication Title
Current Issues in Tourism
Publisher
Taylor & Francis
School
School of Business and Law
RAS ID
82296
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Esfandiar, K., & Hadinejad, A. (2025). A critical review of the theory of planned behaviour in tourism research. Current Issues in Tourism. Advance online publication. https://doi.org/10.1080/13683500.2025.2522246