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.

目标导向行为（MGB）模型已被广泛用于探索旅游和酒店业领域的消费者行为。但是，先前的研究表明，关于MGB变量的因果关系存在不一致的发现。为了解决这个问题，我们根据以前应用MGB的研究进行了荟萃分析。此外，我们比较了MGB中出现的文化差异。通过对39个样本的37个研究进行回顾和分析（N= 14,581），这项研究发现，在MGB内的因果关系中，积极的预期情绪是形成消费者欲望的最有影响力的决定因素。此外，在MGB中还发现了东方文化与西方文化之间因果关系的不同模式。本文是首次针对MGB在旅游业和酒店业中的应用进行荟萃分析，从而为MGB的理论发展做出了贡献。