Understanding the Ecotourism Behavioural Intention by Expanding the Theory of Planned Behaviour

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.