From green altruism and ecotourism attitude to visit intention enhancing ecotourism intentions through an extended tpb framework

Abstract

Tourism, while being an industry that contributes significantly to the national economy, often causes environmental harm through pollution and waste. Therefore, ecotourism, which promotes environmental education and sustainability, is gaining attention for its potential to mitigate these impacts while boosting local economies. However, ecotourism sites often remain under-visited. Adopting the Theory of Planned Behavior framework, this study investigates the roles of Green Altruism, Ecotourism Attitude, and Perceived Behavioral Control in shaping tourists’ intentions to visit ecotourism destinations. A total of 200 responses were collected from Vietnamese tourists through surveys, and the data were analyzed using Smart PLS. Findings reveal that Green Altruism significantly enhances PBC, which in turn influences visit intentions. The study highlights the critical role of Perceived Behavioral Control in translating eco-friendly values into actions and suggests that raising awareness alone is insufficient. Practical implications include the need for tourism managers to implement strategies that improve tourists' perceived control over engaging in sustainable tourism, such as clearer communication, better access, and more relatable campaigns.