Biocultural tourist experience in Romania’s High Nature Value rural landscape: Application of an extended Theory of Planned Behavior

The present study looks at the interface of environment and culture, where High Nature Value (HNV) rural landscapes serve as a scene for a new type of tourism that creates a "biocultural tourist experience". This study aimed to develop and test a new conceptual framework that explains the tourists' behavioral intention formation by using an extended Theory of Planned Behavior. We used PLS-SEM on the data collected from a large-scale representative sample of 1007 Romanian people to predict their Intention to have a biocultural tourist experience in a HNV rural landscape. The study's results verified that the model had a satisfactory predictive power and highlighted the crucial role played by Attitude, Subjective Norms, Perceived Behavioral Control, Trust, and Values in shaping the Intention to engage in a biocultural tourist experience in a HNV rural landscape. Notably, HNV Awareness does not influence Attitude or Intention. The research uncovers the intricate elements that constitute the biocultural tourist experience, where nature and culture intertwine, creating a narrative that is as much about the natural intrinsic value of the land as it is about the lived traditions of its inhabitants and the human-nature connection. The study suggests enhancing the attractiveness and accessibility of biocultural tourist experiences. Stakeholders promoting these experiences in HNV rural landscapes should prioritize authenticity, sustainability, and alignment with cultural and environmental values to boost credibility and encourage participation.