INTENTION TO ENGAGE IN SUSTAINABLE TOURISM: THEORY OF PLANNED BEHAVIOR PERSPECTIVE

Abstract

Government, tourism organizations, business actors, tourists and local communities are the parties involved in developing sustainable tourism. For this reason, it is interesting to reveal how the intention of the local communities around a tourist destination, for their involvement in building and developing sustainable tourism. Theory of Planned Behavior can be adopted to measure the intention. It measures attitudes, subjective norms and behavioral control, which are reviewed from big data analysis (digital technology), economic factors and policy factors. This study aims to reveal the influence of big data analysis, economic factors and policy factors on the intention to engage in sustainable tourism, through the formation of attitudes, subjective norms and behavioral control adopted from TPB. The study was conducted on 30 SMEs in tourist village communities in Sampang Regency, Madura Island. The data obtained were analyzed using SEM-PLS. The results of the study found that the intention to engage has been formed and measured based on the perception of the Theory of Planned Behavior. Big data analysis, economic factors and policies influence the formation of attitudes, subjective norms and behavioral control of SME owners. However, only behavioral control influences the intention to engage. The intention to engage in supporting sustainable tourism refers to a behavioral control after perceiving policy factors from stakeholders or the government. For this reason, government intervention is needed as a collaborator in strengthening sustainable tourism in tourist village communities.