EXTENDING THEORY OF PLANNED BEHAVIOUR WITH PERSONAL NORMS AND PAST TRANSPORT USAGE IN TOURIST PRO-ENVIRONMENTAL BEHAVIOR

<ns3:p>Purpose: The aim of this study is to identify the factors influencing pro-environmental intentions among tourists, which are essential for advancing sustainable tourism in light of the substantial environmental impacts associated with travel. By extending the Theory of Planned Behavior (TPB), the roles of personal norms are examined in this research as an additional predictor and past motorised transportation usage as a moderating factor.Method: Data were collected from a sample of 302 tourists and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the extended TPB model and identify key determinants of pro-environmental intentions.Findings: The results indicate that attitudes, subjective norms and perceived behavioural control all significantly influence tourists’ pro-environmental intentions, with personal norms emerging as a particularly strong predictor. Additionally, past motorised transportation behaviour may act as a moderator, influencing the relationship between norms and behavioural intentions.Research Limitations and Conclusions: While the findings offer valuable insights, the study is limited by its sample, which may not be fully representative of tourists from diverse cultural, environmental and geographical contexts. Future research should validate the model across varied settings to enhance generalisability and examine potential variations in pro-environmental behaviour across different contexts.Practical Implications: In this study, the critical role is highlighted of fostering personal norms and considering past behaviour patterns to encourage sustainable tourism practices. Insights from this research can inform targeted strategies for the promotion of environmentally-responsible behaviours among tourists.Originality: In contrast to prior studies, TPB is extended in this research by incorporating past motorised transportation behaviour as a moderator, providing a novel perspective on behavioural spillover effects. This approach offers a deeper understanding of the complex interplay between personal norms, past behaviours and pro-environmental intentions.Type of Paper: Research article.</ns3:p>