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Green Practices and Tourist Intention to Revisit Restaurants in Rishikesh – A Theory of Planned Behavior Approach

In: Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)

Author

Listed:
  • Ashish Kumar Kestwal

    (Bhikaji Cama Subharti College of Hotel Management, Swami Vivekanand Subharti University, Research Scholar)

  • Shiv Mohan Verma

    (Institute of Hotel Management, Principal)

  • Abhay Chamoli

    (IMS Unison University, Assistant Professor – Senior Scale, School of Hospitality Management)

Abstract

This study explores the factors influencing tourists’ intentions to revisit restaurants in Rishikesh, focusing on the moderating role of Green Practices. Grounded in the Theory of Planned Behavior, it examines how tourists’ attitudes toward food, subjective norms, and perceived behavioral control impact their intention to return. Data were collected from tourists visiting Rishikesh and analyzed using structural equation modeling (SEM) to assess the relationships between Theory of Planned Behavior components, with Process Macro used to examine the moderation effect of Green Practices. The findings reveal that tourists’ attitudes and perceived behavioral control significantly influence their intention to revisit restaurants, while green practices positively moderate the relationship between attitude and revisit intention. This suggests that environmentally sustainable practices enhance the appeal of restaurants and strengthen tourists’ commitment to revisiting. The practical implications underscore the importance of integrating Green Practices in restaurant management to attract and retain tourists, ultimately contributing to the sustainable development of the local tourism industry in Rishikesh.

Suggested Citation

  • Ashish Kumar Kestwal & Shiv Mohan Verma & Abhay Chamoli, 2025. "Green Practices and Tourist Intention to Revisit Restaurants in Rishikesh – A Theory of Planned Behavior Approach," Advances in Economics, Business and Management Research, in: Shiv Mohan Verma & Indraneel Bose & Ankit Srivastava & Vikas Sharma (ed.), Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024), pages 169-182, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-682-6_12
    DOI: 10.2991/978-94-6463-682-6_12
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