The moderation of gender in the effects of Chinese traditionality and patriotism on Chinese domestic travel intention

Purpose The purpose of this paper is to incorporate Chinese traditionality (CT) and patriotism (PAT) within the theory reasoned action (TRA). It tests moderating effect gender with aim provide a deeper understanding why tourists choose take domestic travels. Design/methodology/approach Data collected from 370 tourists. Convenience sampling used. Structural equation modelling used test proposed hypotheses. Findings results show that PAT positively related tourists’ attitudes (ATs) travel intention (CTI). Moreover, CT found influence PAT, ATs subjective norms (SNs) directly, as well CTI indirectly. However, positive relationship between SNs not supported. Additionally, on for females significantly higher than males. Research limitations/implications current adopts convenience sampling; data using an online questionnaire which may cause sample bias even reduce reliability data. Future studies adopt quota based population each province gain more reliable Further research can consider including constructs better understand people domestically. Originality/value This one first attempts include TRA contributes pool literature TRA. provides comprehensive CTI. Second, are linked TRA, expands application context hospitality tourism. Finally, role knowledge regarding their respective relationships.