Investigating factors influencing tourists' environmentally responsible behavior with extended theory of planned behavior for coastal tourism in Thailand

Abstract

Marine litter is one of the most significant marine environmental pollutants in coastal destinations around the world. Tourists' improper behavior in disposing of litter is a major contributor. The formation of tourists' environmentally responsible behavior (ERB) has thus become important in preventing and mitigating marine litter problems. This study aims to investigate factors affecting tourists' ERB using the extended theory of planned behavior (TPB). A questionnaire survey was conducted on Libong Island, Thailand between December 2019 and March 2020. A total of 876 respondents were surveyed. The empirical findings show that extended TPB with environmental awareness and environmental background can explain tourists' ERB. Recommendations for the formation of coastal tourists' ERB include (i) raising public awareness; (ii) promoting government administration; and (iii) elevating the quality of coastal attractions.