A STUDY ON PREDICTING BEHAVIOURAL INTENTION TOWARDS ECO-TOURISM BASED ON THE THEORY OF PLANNED BEHAVIOR

Dr. S. N. Geetha

Volume : VIII, Issue : VIII, August - 2019

A STUDY ON PREDICTING BEHAVIOURAL INTENTION TOWARDS ECO-TOURISM BASED ON THE THEORY OF PLANNED BEHAVIOR

Dr. S. N. Geetha

Abstract :

This study analyzes the behavioral intentions towards eco–tourism based on the theory of planned behavior. The study was conducted in an eco friendly Hotel located in Tamil Nadu, India, which is known for its tradition and kindness from mere shelter to unique experiences. Simple random sampling was used for the study and data was collected from 137 individuals of different age groups ranging from above 20 irrespective of their gender, education, marital status and occupation. From this research, it can be concluded that, the factors that have a certain influence over the Behavioral Intention of the people towards Ecotourism. This is a positive impact, thus it can be helpful in predicting the behavior and their willingness to participate in ecotourism since the hotel is practicing the concept. On analyzing the demographic statistics it is clear that majority of the respondents belong to the age group of 31 to 40 years with a strong business background and government profiles. So it is very clear half of them are Gen–Y. Therefore they are the potential target for the future developments in this green practices concept