Understanding Touristic Accommodation Choices Through the Lens of the Theory of Planned Behavior

Abstract

Based on the Theory of Planned Behavior (TPB), this study presents and tests an integrated model to investigate how individual cultural values influence tourists' decisions when selecting sustainable accommodation. This study aims to examine the cultural impact on sustainable accommodation choices from the perspectives of tourists in three culturally distinct countries. Data were gathered from 1855 participants in Spain, Norway, and Lithuania using a questionnaire survey method. The data was analyzed using the Partial Least Squares (PLS) method, with statistical analysis based on Structural Equation Modeling (SEM). This study found that uncertainty avoidance and long-term orientation significantly influence attitude. Additionally, collectivism and power distance notably impact subjective norms, while masculinity affects perceived behavioral control. Tourists' intentions regarding sustainable accommodation choices were determined to be influenced by attitude, subjective norms, and perceived behavioral control. These findings contribute to the theoretical discussion of sustainable purchasing by emphasizing the intricate role of individual cultural values and provide practical insights for developing marketing strategies that resonate with these values.