Bibliometric analysis of the theory of planned behavior and its role in agritourism

Agritourism has also attracted much scholarly attention as a model of sustainable tourism combining farming with rural development. However, the merger of behavior theories with practice, especially the Theory of Planned Behavior (TPB), into this field remains underexplored. This study provides a bibliometric analysis to examine TPB applications in agritourism, revealing research trends and thematic evolution (1998:2025). Specifically, the dataset of 994 relevant documents was collected from the Scopus (738) and Web of Science (623) databases, and it was analyzed using the Bibliometrix and ggplot2 packages in R to clean the data, visualize the charts. Moreover, VOSviewer software was used to identify co-citation networks, clusters and co-occurrences. The results show that while the TPB has been widely used in sustainable tourism, its use in agritourism is limited, with lead authors like Ajzen, Fishbein and Han H. publishing research. Most studies were conducted in developed countries (e.g., the United States, United Kingdom, and Germany), though China and India have recently contributed. Keyword mapping reveals five main themes including TPB constructs, sustainability, digital transformation, consumer behavior and climate change. TPB-related studies emphasize engagement and increase applications beyond behavioral outcomes, providing new insights for the development of agritourism and rural tourism.