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Social-Psychological Determinants of Serbian Tourists’ Choice of Green Rural Hotels

Author

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  • Aleksandar Grubor

    (Department of Trade, Marketing and Logistics, Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia)

  • Nikola Milicevic

    (Department of Trade, Marketing and Logistics, Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia)

  • Nenad Djokic

    (Department of Trade, Marketing and Logistics, Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia)

Abstract

The significance of green rural tourism for sustainable development is widely recognized. In addition, a number of researches attempt to explain the green choice among tourists. Hereby, different theoretical approaches are used. The dynamic approach to the Theory of Planned Behavior (TPB) is implemented in this study. The approach considers that the influence of different elements of TPB (attitudes, subjective norms, perceived behavioral control) on intention to visit green rural hotels is tested in the context of different phases in behavior change of the respondents (pre-decision, pre-action, action). According to the authors’ knowledge, this is the first implementation of the dynamic approach to the TPB in understanding green rural choice. During data analysis, multigroup structural equation modelling (SEM) was used. The results indicate that the existence and the strength of the influences of the elements of TPB are different in different phases of behavior change. Managerial implications for the studied market (Serbia) are also provided within the paper.

Suggested Citation

  • Aleksandar Grubor & Nikola Milicevic & Nenad Djokic, 2019. "Social-Psychological Determinants of Serbian Tourists’ Choice of Green Rural Hotels," Sustainability, MDPI, vol. 11(23), pages 1-13, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6691-:d:291156
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    References listed on IDEAS

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    1. Sanagustín Fons, M. Victoria & Fierro, José A. Moseñe & Patiño, María Gómez y, 2011. "Rural tourism: A sustainable alternative," Applied Energy, Elsevier, vol. 88(2), pages 551-557, February.
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    Cited by:

    1. Arun T. M. & Puneet Kaur & Stefano Bresciani & Amandeep Dhir, 2021. "What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2637-2655, July.
    2. Ji Young Jeong & Mamurbek Karimov & Yuldoshboy Sobirov & Olimjon Saidmamatov & Peter Marty, 2023. "Evaluating Culturalization Strategies for Sustainable Tourism Development in Uzbekistan," Sustainability, MDPI, vol. 15(9), pages 1, May.
    3. Yunhao Yao & Ruoquan Zheng & Merle Parmak, 2022. "Factors Influencing the Willingness to Pay in Yachting Tourism in the Context of COVID-19 Regular Prevention and Control: The Case of Dalian, China," Sustainability, MDPI, vol. 14(20), pages 1-17, October.
    4. Nemanja Berber & Agneš Slavić & Marko Aleksić, 2020. "Relationship between Perceived Teamwork Effectiveness and Team Performance in Banking Sector of Serbia," Sustainability, MDPI, vol. 12(20), pages 1-15, October.

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