Abstract
ABSTRACT Health is an ultimate goal that people continue to pursue through various means including traveling. This study draws on three theoretical strands – goal-directed behavior, normative social influence, and the theory of fantasy realization – to synthesize a framework that takes personal (i.e. health consciousness) and socio-political forces (i.e. social and political conformity) as impetuses to tourists’ health goal pursuit through rural-eco travel opportunities. The current inquiry takes a quantitative approach with data driven from rural-eco sites to project how conformity and health consciousness could jointly influence tourists’ health-directed travel desire through changes in their attitudes, subjective norm, and perceived behavioral control.
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