Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior

Abstract

How to save resources and protect the environment at destinations is one of the hot issues in tourism. One effective solution is to cultivate tourist resource-saving behavioral intentions (TRSBI). Prior studies mainly use Structural equation modeling (SEM) to explore its antecedents, whereas other potential methods (i.e., fuzzy-set qualitative comparative analysis, fsQCA for short) have been less adopted. This study combines SEM and fsQCA to examine TRSBI in a rural tourism context. Specifically, SEM is executed to investigate how environmental concern influences TRSBI based on the theory of planned behavior (TPB), while fsQCA is applied to uncover the multiple configurations in the TRSBI formation. The findings from SEM indicated that (1) environmental concern positively and directly influenced TRSBI; (2) TPB constructs (i.e., attitudes toward the behavior, subjective norms, and perceived behavioral control) positively and separately mediated the associations of environmental concern with TRSBI. The fsQCA outcomes showed that three configurations result in a high level of TRSBI: (1) high attitudes toward the behavior, subjective norms, and perceived behavioral control, (2) high attitudes toward the behavior, subjective norms, and environmental concern, and (3) high attitudes toward the behavior, perceived behavioral control, and environmental concern. The combined approaches offer a systematic and holistic solution to explore TRSBI in rural tourism.

Implementation of Tourists Intention to Visit in the Theory of Planned Behavior: A Literature Review

“…Table 4 shows that the direct variables used in addition to Attitude, Subjective Norms, and Behavioral Control are perceived in the TPB model, the researchers (Al-Khaldy, Hassan, Abdou, Abdelmoaty, & Salem, 2022;Goh, Ritchie, & Wang, 2017;Han et al, 2010;Juschten, Jiricka-Pürrer, Unbehaun, &Hössinger, 2019;M. S. Lee et al, 2019;Moghimehfar, Halpenny, & Walker, 2018;Pahrudin, Chen, & Liu, 2021;Ramírez-castillo et al, 2021;Rao, Qiu, Morrison, & Wei, 2022;Shen & Shen, 2020;Wang, 2016;Zheng, Qiu, & Morrison, 2023) Figure 3 shows the Vosviewer result of 31 articles. It can be seen that there are many branches that discuss the expansion of the Theory of Planned Behavior, it can be seen that the Attitude, Subjective Norm, and Perceived behavior Control group is under 2014.…”

The Role of Awareness of Consequences in Predicting the Local Tourists’ Plastic Waste Reduction Behavioral Intention: The Extension of Planned Behavior Theory

“…A subjective norm is the perception of important persons who are close to a person and have the power to affect the person's decisions (such as family members, close friends, coworkers, or business partners) [48,65,66]. The norms activation theory [67] proposed that the consumer's subjective norms would imply that performing trash classification was acceptable and valuable because it was compatible with the behavioral patterns of his or her family, friends, and other significant individuals around them [66].…”

Antecedents of Real Estate Investment Intention among Filipino Millennials and Gen Z: An Extended Theory of Planned Behavior

“…According to the theory, these three factors interact to determine an individual's intention to perform a behavior, which then results in the actual behavior [40,41]. To this day, numerous fields, including health and social psychology [42][43][44] and marketing [45][46][47], have made extensive use of the theory to explain and predict human behavior in relation to real estate.…”