A critical review of the theory of planned behaviour in tourism research

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.