Understanding Eco-Friendly Tourist Habits: A Study from Oman and India

What is it about?

This study applies the theory of planned behaviour (TPB) and the attitude-social influence-efficacy (ASE) model to create an integrative framework examining sustainable consumption behaviour (SCB) in tourist destinations. Utilizing a quantitative approach, the research collected 744 responses via an online survey from participants in Oman and India. The study found that visitors' sustainable consumption intention (SCI) is significantly influenced by their attitudes, subjective norms, and perceived behavioural control. This intention, in turn, affects their SCB, which impacts their overall well-being. Although the moderating effect of perceived risk was not supported, the study marks a pioneering effort in developing a comprehensive model to understand SCB determinants and consequences. The findings also contribute to the limited research on SCB within the contexts of India and Oman.

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Photo by Andy Arbeit on Unsplash

Photo by Andy Arbeit on Unsplash

Why is it important?

This study investigates sustainable consumption behaviour (SCB) within tourist destinations in Oman and India through an integrative framework based on the theory of planned behaviour (TPB) and the attitude-social influence-efficacy (ASE) model. The research is significant as it explores the antecedents and consequences of SCB, contributing to a deeper understanding of how tourists' intentions influence their sustainable practices and subsequent well-being. It also addresses a gap in existing literature by focusing on regions that have been previously underrepresented in SCB research. Key Takeaways: 1. The research demonstrates that visitors' sustainable consumption intention (SCI) is significantly influenced by their attitudes, subjective norms, and perceived behavioural control, highlighting the role of psychological and social factors in shaping sustainable tourism practices. 2. Findings reveal that SCI significantly affects sustainable consumption behaviour, which subsequently impacts tourists’ well-being, underscoring the importance of promoting sustainable practices for enhancing visitor satisfaction and quality of life. 3. The study illustrates that perceived risk does not have a moderating effect on the relationship between SCI and SCB, indicating that tourists' sustainable intentions and behaviours remain consistent regardless of perceived uncertainties or risks.