Pro-environmental behavioural intention towards ecotourism: Integration of the theory of planned behaviour and theory of interpersonal behaviour

Abstract

This study identifies the factors influencing pro-environmental behavioural intention (PEBI) among Chinese domestic tourists at ecotourism destinations. The framework of this study was constructed by integrating the Theory of Planned Behaviour and the Theory of Interpersonal Behaviour. Using purposive sampling techniques, 430 surveys were obtained between January and February 2022. The results indicated that perceived ecotourism usefulness, publicity and education, policies and regulations, infrastructure, and perceived behavioural control have significant positive effects. In contrast, risk has a significant negative effect on PEBI. None of the control variables (i.e. gender, age, and education level) showed a significant effect in the model. The integrated conceptual model developed in this study contributes to the existing literature, formulating potential policies and measures to promote PEBI and the creation of high-quality ecotourism destinations that can enhance sustainable ecotourism development.

RAS ID

82111

Document Type

Journal Article

Date of Publication

1-1-2025

Funding Information

Taylor’s University, Malaysia

School

School of Business and Law

Copyright

subscription content

Publisher

Taylor & Francis

Identifier

Seyyed Mostafa Rasoolimanesh: https://orcid.org/0000-0001-7138-0280

Comments

Jieyao, Z., Kumar, J., & Rasoolimanesh, S. M. (2025). Pro-environmental behavioural intention towards ecotourism: Integration of the theory of planned behaviour and theory of interpersonal behaviour. Journal of Ecotourism. Advance online publication. https://doi.org/10.1080/14724049.2025.2509648

Link to Full Text

Share

 
COinS
 

Link to publisher version (DOI)

10.1080/14724049.2025.2509648