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Towards sustainable tourism: an empirical investigation

Prerna Garg (Department of Management, Bharati Vidyapeeth University, Pune, India and Department of Management, Jaipuria Institute of Management, Ghaziabad, India)
Anoop Pandey (Department of Management, Bharati Vidyapeeth Institute of Management Studies and Research, New Delhi, India)

Foresight

ISSN: 1463-6689

Article publication date: 2 September 2020

Issue publication date: 20 March 2021

1017

Abstract

Purpose

Looking at the paucity of research examining behaviour in reference to sustainable tourism in India, the study aims to propose a framework for predicting the mediating role played by personal norms in determining the intention to adopt sustainable tourism in India.

Design/methodology/approach

The study is cross-sectional in nature and has gathered responses from 275 valid respondents with diverse socio-demographic profiles. EFA was conducted, followed by CFA and structural model analysis to test the hypothesized relationships.

Findings

The results indicate that all the hypotheses were found to be significant, thus confirming the direct and indirect effect of consumer knowledge and consumer perceived effectiveness on an intention to adopt sustainable tourism.

Research limitations/implications

The study has not just added a different perspective to sustainable tourism but has also attempted to capture the attention of all academicians and practitioners who have sidelined this relevant concept in Indian context.

Practical implications

Marketers aiming to alter tourist’s behaviour with respect to sustainability must understand that they need to redesign their strategies within the context of personal norms or values.

Originality/value

While some of the literature has attempted to explore the attitudinal dimension of environmentally conscious behaviour, there is much scope to examine the factors motivating the formation of intention towards sustainable tourism in Indian context. The confined use of constructs from value-belief-norm model and theory of planned behaviour in sustainable tourism, has led to the development of the proposed research framework in the study.

Keywords

Citation

Garg, P. and Pandey, A. (2021), "Towards sustainable tourism: an empirical investigation", Foresight, Vol. 23 No. 2, pp. 188-200. https://doi.org/10.1108/FS-04-2020-0042

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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