Evaluating factors influencing visit intention towards birding tourism: an extended theory of planned behaviour perspective

Abstract

ABSTRACT Birdwatching, also known as avitourism, has become the fastest-growing segment of ecotourism, which contributes significantly to socio-economic development as well as the protection and development of threatened natural areas around the world. Despite the potential benefits of avitourism, only a few countries have fully exploited such opportunities. Hence, this study aims to understand the factors influencing the intentions to visit avitourism destinations. To improve the conceptual model, this study extended the Theory of Planned Behaviour (TPB) by integrating environmental awareness, concern, knowledge and the Big-Five personality traits. A quantitative methodology via questionnaire was employed to gather data from 389 respondents across Malaysia. The results reveal that environmental awareness, environmental knowledge, openness to experience, introversion, and emotional stability significantly influence Malaysians’ intention to visit avitourism destinations. Notably, this study also highlights the demographic profile as a crucial factor influencing the visit intention towards avitourism. Older males with lower education and job positions are more likely to visit avitourism destinations than younger females with higher education and job positions. These insights are anticipated to assist tourism organisations, educators, and policymakers in devising strategies to foster avitourism amongst the Malaysian population. The limitations and future studies were also discussed in this study.