LAUSR

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.