Author:
Gao Jia,Chong Kim Mee,Tan Tze Horng,Ding Peng Cheng,Yu Shi Qiang,Zhu Yan
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.
Subject
General Earth and Planetary Sciences,Water Science and Technology,Geography, Planning and Development