Extended Theory of Planned Behavior and Environmentally Responsible Behavior in the Context of Beach Tourism

This research aims to explain the intended environmentally responsible
behavior of Beach visitors. Beach tourism is one of the most vulnerable areas,
and yet sensitive to the consequences of littering caused by the growing
population of beach visitors. This work aims to determine the factors
significantly influencing intended environmentally responsible behavior,
particularly Beach litter prevention. An extended theory of planned behavior
is used to explain this phenomenon by incorporating biospheric value and
positive affect. Convenience sampling techniques were used to collect the
data, and a survey was conducted in the Gunung Kidul area, Yogyakarta
Special Region, Indonesia. The survey questionnaires were distributed in the
three research sites: Krakal, Baron, and Sunda Beaches. The sample of this
research consisted of 317 Beach visitors. The results were obtained from
Structural Equation Modeling (SEM) following a two-step analysis to ensure
and evaluate the accuracy and quality of the measurements and the model.
The result demonstrates a positive association between biospheric value and
positive affect and attitude toward behavior. Besides, attitude toward behavior
and perceived behavioral control predict beach litter prevention intention,
whereas subjective norms were insignificant. This study integrated biospheric
value and positive affect to advance the theory of planned behavior. This work
provides additional knowledge to the literature, particularly in the context of
Beach tourism. The results highlighted the importance of biospheric value and
positive affect, which can be leveraged when considering solutions to the
littering problem. Both practical implications and future research agenda are
also discussed in this study. In addition, this work addressed the limitation
and future direction of this research, which suggest adopting this model in different contexts.