THEORY Name of the Theory: Theory of Planned Behaviour Date the theory was published: 1991 Author of the Theory: Icek Ajzen About the theory: TPB suggests that people develop attitudes toward a behavior from their “evaluation of the consequences of engaging in the behavior weighted by their beliefs that the behavior will lead to these consequences” (Baumgartner & Pieters, 2008, p. 367). Attitudes precede behavioral intentions, or the extent to which people plan to exert effort to conduct an action, and they are the most immediate and prominent determinants of actual behavior (Ajzen, 1991). In the current context, ecotourism intention refers to tourists' intentions to engage in ecotourism in the near future and signals their Willingness to Pay for Premium (WTPP) and actual purchase of ecotourism activities. In turn, intention is a function of positive attitudes toward ecotourism and pro-environmental beliefs. Extant research provides strong support for such presumptions, demo
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