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Intention to visit eco-friendly destinations for tourism experiences: An extended theory of planned behavior

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Abstract

The purpose of this study is to investigate consumers’ intentions to visit eco-friendly destinations for tourism experiences by developing an integrated structural model that incorporates the TPB model with an additional construct, i.e. environmental friendly activities (EFA). Data was collected via a web-based survey and then analyzed. The related hypotheses have been tested using Structural Equation Modeling (SEM). The sample consists of 471 responses from Indian consumers. The findings reveal that attitude, subjective norm, perceived behavioral control and environmental friendly activities are significant predictors of intention. These constructs explained approximately 50 percent of the variance in the intention. The results of this study contribute to the body of the knowledge of intention, eco-friendly destinations, and tourism experiences and also provide useful information for developing effective marketing strategies to encourage consumers to visit eco-friendly destinations for tourism experiences. To the best of the researchers’ knowledge, this was the first attempt to predict the intention to visit eco-friendly destinations for tourism experiences by employing TPB along with the EFA construct

Suggested Citation

  • Sujood, Hamid & Sheeba, Hamid & Bano, Naseem, 2021. "Intention to visit eco-friendly destinations for tourism experiences: An extended theory of planned behavior," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 9(4), pages 343-364.
    • Handle: RePEc:ris:jspord:1044
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    1. Muhammad Saeed Ashraf & Naeem Akhtar & Rana Umair Ashraf & Fujun Hou & Muhammad Junaid & Syed Ali Ashiq Kirmani, 2020. "Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China," Sustainability, MDPI, vol. 12(8), pages 1-18, April.
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    5. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
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    Cited by:

    1. Ibrahim A. Elshaer & Mansour Alyahya & Alaa M. S. Azazz & Mahmoud A. Mansour & Abuelkassem A. A. Mohammad & Sameh Fayyad, 2024. "Understanding the Nexus between Social Commerce, Green Customer Citizenship, Eco-Friendly Behavior and Staying in Green Hotels," Sustainability, MDPI, vol. 16(4), pages 1-21, February.
    2. Yasser Tawfik Halim & Hazem Tawfik Halim & Mohamed Samy El-Deeb & Samia Adly El Sheikh, 2022. "An empirical investigation into people’s intention to participate in mega events tourism: applying mixture of two behavioral theoretical models," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    3. Gf, Sujood & Siddiqui, Samiha & Bano, Naseem & Hamid, Sheeba, 2022. "Travelling to Tourism Destinations through the lens of Sustainability: An extended TPB Model to predict behavioural intention of Gen Z Consumers," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(3), pages 172-189.
    4. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.
    5. Siddiqui, Samiha & --, Sujood & Bano, Naseem & Hamid, Sheeba, 2023. "An Evaluation of Tourists’ Intention towards the Sustainable Conservation of Cultural Heritage Destinations: The Role of Place Identity, Destination Image & Sustainable Intelligence," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 11(2), pages 81-97.
    6. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.

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    More about this item

    Keywords

    Theory of Planned Behavior (TPB); Intention; Eco-friendly Destinations; Environmental Friendly Activities (EFA); Tourism Experiences;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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