The Influence of Attitude, Subjective Norms, and Perceived Behavioral Control on Sustainable Tourism Intention

Cindy Adelia; Roslina; Faila Shofa

doi:10.63922/ijebir.v5i04.4892

Cindy Adelia Management Department, University of Lampung, Indonesia.
Roslina Management Department, University of Lampung, Indonesia.
Faila Shofa Management Department, University of Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.4892

Keywords: Attitude, Subjective Norms, Perceived Behavioral Control, Sustainable Tourism Intention.

Abstract

In tourist areas, sustainable tourism has emerged as a key strategy for preserving a balance between social welfare, economic growth, and environmental preservation. The willingness of visitors to participate in responsible tourism practices is just as important to the success of sustainable tourism implementation as destination management. Therefore, encouraging sustainable behavior among tourists requires an understanding of the elements that drive sustainable tourism intention. The purpose of this study is to examine how attitudes, subjective norms, and perceived behavioral control affect tourists' intentions to engage in sustainable tourism when they visit Minang Rua Beach in South Lampung Regency. Purposive sampling was used to pick 120 respondents for a quantitative study. A structured questionnaire was used to gather the data, and SPSS version 31 was used to analyze the results using multiple linear regression. The results show that travelers' intention to participate in sustainable tourism practices is strongly influenced by attitude, subjective standards, and perceived behavioral control. These findings imply that tourists' commitment to sustainable tourism practices can be strengthened by enhancing positive attitudes, social factors, and perceived control.

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