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Theory of planned behaviour to predict responsible ecotourism: structural equation modelling

In sustainable ecotourism, responsible ecotourist behaviour towards purchasing local products and services is vital to alleviate poverty in local communities and help wildlife conservation. This study was conducted to test the relationship between attitude, anticipated emotion, and environmental con...

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Main Authors: Ibrahim, Hayati, Mariapan, Manohar, Lim, Evelyn Ai Lin, Bidin, Sheena
Format: Article
Published: Human Resource Management Academic Research Society 2022
Online Access:http://psasir.upm.edu.my/id/eprint/103656/
https://hrmars.com/index.php/IJARBSS/article/view/13333/Theory-of-Planned-Behaviour-to-Predict-Responsible-Ecotourism-Structural-Equation-Modelling
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spelling my.upm.eprints.1036562023-05-05T07:49:56Z http://psasir.upm.edu.my/id/eprint/103656/ Theory of planned behaviour to predict responsible ecotourism: structural equation modelling Ibrahim, Hayati Mariapan, Manohar Lim, Evelyn Ai Lin Bidin, Sheena In sustainable ecotourism, responsible ecotourist behaviour towards purchasing local products and services is vital to alleviate poverty in local communities and help wildlife conservation. This study was conducted to test the relationship between attitude, anticipated emotion, and environmental concern to predict responsible ecotourist behavioural intention to purchase local products and services for wildlife conservation in Penang National Park. Study samples were obtained using the purposive sampling method, and questionnaires were distributed face to face in Penang National Park. Statistical Software Packages, namely SPSS Amos version 26.0, were used to perform data analysis to run Structural Equation Modelling (SEM). Out of the nine hypotheses that have been proposed, 8 of them are supported. The findings of the study found that attitude has a significant relationship with intention, anticipated emotion has a significant relationship to attitude, environmental concern has a significant effect on attitude and anticipated emotion, and environmental concern has no significant effect on intention. Mediation analysis found that attitude is a mediator between anticipated emotion and intention, and attitude is also a mediator between environmental concern and intention. Mediation analysis also found that anticipated emotion is a mediator between the relationship of environmental concern and intention. This study is critical in assisting stakeholders in the ecotourism industry in planning an effective marketing strategy to promote local products and services. Human Resource Management Academic Research Society 2022 Article PeerReviewed Ibrahim, Hayati and Mariapan, Manohar and Lim, Evelyn Ai Lin and Bidin, Sheena (2022) Theory of planned behaviour to predict responsible ecotourism: structural equation modelling. International Journal of Academic Research in Business and Social Sciences, 12 (6). 1691 - 1719. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/13333/Theory-of-Planned-Behaviour-to-Predict-Responsible-Ecotourism-Structural-Equation-Modelling 10.6007/IJARBSS/v12-i6/13333
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description In sustainable ecotourism, responsible ecotourist behaviour towards purchasing local products and services is vital to alleviate poverty in local communities and help wildlife conservation. This study was conducted to test the relationship between attitude, anticipated emotion, and environmental concern to predict responsible ecotourist behavioural intention to purchase local products and services for wildlife conservation in Penang National Park. Study samples were obtained using the purposive sampling method, and questionnaires were distributed face to face in Penang National Park. Statistical Software Packages, namely SPSS Amos version 26.0, were used to perform data analysis to run Structural Equation Modelling (SEM). Out of the nine hypotheses that have been proposed, 8 of them are supported. The findings of the study found that attitude has a significant relationship with intention, anticipated emotion has a significant relationship to attitude, environmental concern has a significant effect on attitude and anticipated emotion, and environmental concern has no significant effect on intention. Mediation analysis found that attitude is a mediator between anticipated emotion and intention, and attitude is also a mediator between environmental concern and intention. Mediation analysis also found that anticipated emotion is a mediator between the relationship of environmental concern and intention. This study is critical in assisting stakeholders in the ecotourism industry in planning an effective marketing strategy to promote local products and services.
format Article
author Ibrahim, Hayati
Mariapan, Manohar
Lim, Evelyn Ai Lin
Bidin, Sheena
spellingShingle Ibrahim, Hayati
Mariapan, Manohar
Lim, Evelyn Ai Lin
Bidin, Sheena
Theory of planned behaviour to predict responsible ecotourism: structural equation modelling
author_facet Ibrahim, Hayati
Mariapan, Manohar
Lim, Evelyn Ai Lin
Bidin, Sheena
author_sort Ibrahim, Hayati
title Theory of planned behaviour to predict responsible ecotourism: structural equation modelling
title_short Theory of planned behaviour to predict responsible ecotourism: structural equation modelling
title_full Theory of planned behaviour to predict responsible ecotourism: structural equation modelling
title_fullStr Theory of planned behaviour to predict responsible ecotourism: structural equation modelling
title_full_unstemmed Theory of planned behaviour to predict responsible ecotourism: structural equation modelling
title_sort theory of planned behaviour to predict responsible ecotourism: structural equation modelling
publisher Human Resource Management Academic Research Society
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/103656/
https://hrmars.com/index.php/IJARBSS/article/view/13333/Theory-of-Planned-Behaviour-to-Predict-Responsible-Ecotourism-Structural-Equation-Modelling
_version_ 1765298652016803840
score 13.211869

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