The model of goal-directed behavior (MGB) has been widely utilized to explore consumer behavior in the fields of tourism and hospitality. However, prior studies have demonstrated inconsistent findings with respect to the causal relationships of the MGB variables. To address this issue, we conducted a meta-analytic review based on studies that had previously applied MGB. Moreover, we compared the cultural differences that emerged within MGB. By reviewing and analyzing 37 studies with 39 samples (N = 14,581), this study found that among the causal relationships within MGB, positive anticipated emotion was the most influential determinant in the formation of consumer desire. In addition, different patterns of causal relationships between Eastern culture and Western culture were identified within MGB. This article is the first meta-analysis to address the application of MGB in tourism and hospitality and, thus, contributes to the theoretical advancement of MGB.
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