Sustainability-Oriented Innovation in Tourism: An Analysis Based on the Decomposed Theory of Planned Behavior

Drawing on Taylor and Todd’s “decomposed theory of planned behavior,” this study explores the sustainability beliefs, attitudes, social norms, perceived behavioral controls, and behavioral intentions of accommodation managers and considers how these relate to their uptake of water-related innovation...

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Bibliographic Details
Published in:Journal of travel research 2019-04, Vol.58 (4), p.622-636
Main Authors: Garay, Lluís, Font, Xavier, Corrons, August
Format: Article
Language:English
Subjects:
Attitudes
Behavior
Innovations
Norms
Social norms
Sustainability
Theory of planned behavior
Tourism
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Summary:Drawing on Taylor and Todd’s “decomposed theory of planned behavior,” this study explores the sustainability beliefs, attitudes, social norms, perceived behavioral controls, and behavioral intentions of accommodation managers and considers how these relate to their uptake of water-related innovations. An online survey is used to capture data from more than 300 accommodation establishments located in Catalonia (Spain). Using a structural equation model to interpret the data, 17 hypotheses are established, of which 15 are found to be significant. The findings show how the second-order constructs informed by organizational innovation literature explain the attitudes, social norms, and perceived behavioral controls of the managers; these factors inform 56% of the sustainability behavioral intentions. We explore the cognitive mechanisms that motivate managers to introduce sustainability practices in their businesses. We contribute to theory by demonstrating the benefits of studying the belief structures that inform taking sustainability actions from the perspective of innovation.
ISSN:0047-2875
1552-6763
DOI:10.1177/0047287518771215