The Impact of Tourists’ Perceptions of Space-launch Tourism: An Extension of the Theory of Planned Behavior Approach

Prior studies on space tourism have mainly investigated tourists’ engagement in outer activities. There is no research undertaken as yet related to perception toward indoor (i.e., space-launch tourism). The aim of this study examine the relationship between attitude, subjective norm, perceived behavioral control, hedonic motivation, and intention activities using Wenchang spacecraft launch site destination. An integrated conceptual model was proposed based theory planned behavior model. A web-based survey questionnaire developed where a total 444 questionnaires were ultimately collected followed by subsequent empirical testing postulated hypotheses, SPSS Structural Equation Modeling (SEM). results suggested that control motivation positively influence intention. Subjective norm also displayed significant positive while attitude played partial mediation role findings indicated has more predictive capacity compared original theoretical practical implications discussed, including limitations research.