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.

中文翻译：

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迈向可持续旅游业：一项实证研究

目的

鉴于缺乏针对印度可持续旅游业的行为调查研究，该研究旨在提出一个框架，以预测个人规范在确定采用印度可持续旅游业的意图方面所起的中介作用。

设计/方法/方法

该研究是横断面的，收集了来自275名有效的，具有不同社会人口统计学特征的受访者的回答。进行了EFA，然后进行了CFA和结构模型分析，以检验假设的关系。

发现

结果表明，所有假设都具有重要意义，从而证实了消费者知识和消费者感知有效性对采用可持续旅游业的意图的直接和间接影响。

研究局限/意义

该研究不仅为可持续旅游业增添了新的视角，而且还试图引起所有在印度语境中抛弃这一相关概念的学者和从业者的关注。

实际影响

旨在改变游客在可持续性方面的行为的营销人员必须了解，他们需要在个人规范或价值观的背景下重新设计其策略。

创意/价值

尽管一些文献试图探索环境意识行为的态度维度，但在印度背景下，仍有很多空间来研究促使形成可持续旅游业意图的因素。在可持续旅游业中，价值信念规范模型和计划行为理论的构造的局限性使用，导致了本研究中提出的研究框架的发展。