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

Hamid Sujood (), Hamid Sheeba () and Naseem Bano ()
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Hamid Sujood: Aligarh Muslim University, Postal: Department of Commerce, Aligarh Muslim University, Aligarh, India, http://www.amu.ac.in/
Hamid Sheeba: Aligarh Muslim University, Postal: Department of Commerce, Aligarh Muslim University, Aligarh, India, http://www.amu.ac.in/
Naseem Bano: Aligarh Muslim University, Postal: Department of Commerce, Aligarh Muslim University, Aligarh, India, http://www.amu.ac.in/

Journal of Tourism, Sustainability and Well-being, 2021, vol. 9, issue 4, 343-364

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

Keywords: Theory of Planned Behavior (TPB); Intention; Eco-friendly Destinations; Environmental Friendly Activities (EFA); Tourism Experiences (search for similar items in EconPapers)
JEL-codes: L83 Q01 Q56 Z32 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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