Understanding the Ecotourism Behavioural Intention by Expanding the Theory of Planned Behaviour

Jia Gao; Kim Mee Chong; Tze Horng Tan; Peng Cheng Ding; Shi Qiang Yu; Yan Zhu

doi:10.21834/e-bpj.v8i26.5159

Authors

Jia Gao SEGi University, Graduate School of Business, Kota Damansara, Malaysia
Kim Mee Chong SEGi University, Graduate School of Business, Kota Damansara, Malaysia
Tze Horng Tan Riam Institute of Technology, School of Business, Miri, Sarawak, Malaysia
Peng Cheng Ding SEGi University Kota Damansara, Graduate School of Business, Malaysia
Shi Qiang Yu Yunnan Academy Macroeconomic Research, Yunnan, China
Yan Zhu Yunnan Technology and Business University, Yunnan, China

DOI:

https://doi.org/10.21834/e-bpj.v8i26.5159

Keywords:

Ecotourism, Theory of Planned Behaviour, Perceived Value, Ecotourism Behavioural Intention

Abstract

This study utilised the Extended Planned Behaviour Theory (TPB) model to study the behavioural intention of ecotourism in China. The study distributed a self-filled questionnaire to 400 tourists who had visited a famous scenic ecotourism spot in China. Use PLS-SEM for structural equation modelling and analysis. The survey results indicate that tourist satisfaction only mediates perceived values, attitudes, and ecotourism behavioural intentions. Subjective norms, perceived value, attitude, and perceived behavioural control all impact tourist satisfaction. This provides theoretical support and management direction for China’s sustainable and healthy ecotourism development.

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