Menuju Pariwisata Berkelanjutan: Eksplorasi Niat Berkelanjutan Dalam Praktik Rantai Pasokan Industri Pariwisata

The growth of the tourism industry in Indonesia has made a significant contribution to the economy. However, the increase in tourism activities has also had negative environmental and social impacts. This research examines sustainable tourism practices, focusing on factors influencing stakeholders' intentions to adopt Sustainable Supply Chain Management (SSCM) in the tourism sector. Using the Theory of Planned Behavior (TPB), the study evaluates the impact of knowledge, attitudes, subjective norms, and perceived behavioral control on behavioral intentions. Data were collected through a questionnaire in Pesawaran Regency, Lampung, and analyzed using SEM through SmartPLS 4. The results show that perceived behavioral control has the greatest influence on behavioral intentions, followed by subjective norms and attitudes. Knowledge significantly affects attitudes toward SSCM. This study also explores the moderating effect of tourism stakeholder categories. The findings highlight the importance of interventions and education in promoting SSCM adoption, contributing to the sustainable tourism literature with a focus on behavioral aspects and offering practical insights for policymakers and industry players