Predictors Of Behavioral Intention Research Articles

Chatbots in Airport Customer Service—Exploring Use Cases and Technology Acceptance

Throughout the last decade, chatbots have gained widespread adoption across various industries, including healthcare, education, business, e-commerce, and entertainment. These types of artificial, usually cloud-based, agents have also been used in airport customer service, although there has been limited research concerning travelers’ perspectives on this rather techno-centric approach to handling inquiries. Consequently, the goal of the presented study was to tackle this research gap and explore potential use cases for chatbots at airports, as well as investigate travelers’ acceptance of said technology. We employed an extended version of the Technology Acceptance Model considering Perceived Usefulness, Perceived Ease of Use, Trust, and Perceived Enjoyment as predictors of Behavioral Intention, with Affinity for Technology as a potential moderator. A total of n=191 travelers completed our survey. The results show that Perceived Usefulness, Trust, Perceived Ease of Use, and Perceived Enjoyment positively correlate with the Behavioral Intention to use a chatbot for airport customer service inquiries, with Perceived Usefulness showing the highest impact. Travelers’ Affinity for Technology, on the other hand, does not seem to have any significant effect.

Determining Usage Intention for the Sustainability of Public Transport in Northern Cyprus Using the Theory of Planned Behaviour

Transportation plays an important role in serving economic, social, political, and population mobility. Public transport is gaining importance for providing sustainability, such as by reducing traffic congestion, noise levels, providing better air quality, and contributing to public health. Public transportation facilities are undeveloped in Northern Cyprus, and only buses and minibuses are available. Many people are ready to shift to public transportation if safe, reliable, and affordable transportation options are available. The theory of planned behaviour was used, and an online survey including 33 questions was conducted with the contributions of 385 participants. All variables of the theory of planned behaviour have a greater than 0.70 Cronbach’s alpha value; therefore, multiple linear regression analysis with the SPSS V27 program was conducted to detect the impact of attitude, subjective norms, and perceived behavioural control on behavioural intention. Note that 32.2% of intention is indicated by attitude, subjective norms, and perceived behavioural control. The study concluded that subjective norms and perceived behavioural control have a positive influence on behavioural intention. Attitude is not a predictor of behavioural intention. Subjective norms are the strongest (β = 0.438, p < 0.001), and perceived behavioural control is the weakest (β = 0.438, p < 0.001) predictor of public transport usage intention.

Does value matter? Predicting hotel employees’ intentions towards the adoption of Technologies 4.0

ABSTRACT This study examines value perceptions and behavioural intention of hotel employees on the adoption of Technologies 4.0. Grounded on the Perceived Value Model (PVM), this study extends the PVM to predict factors influencing hotel employees’ intention towards Technologies 4.0. Also, the mediating effect of perceived value in the relationship between perceived usefulness and technology effort on behavioural intention was assessed. Following positivist’s paradigm, quantitative data were gathered from upscale hotel employees using structured survey and PLS-SEM analysis. The results revealed some significant predictors of perceived value. Also, perceived usefulness, technology effort and perceived value were found to significantly influence respondents’ behavioural intention towards Technologies 4.0. Interestingly, perceived value played a complementary partial mediation among the predictors of behavioural intention. Essentially, the originality of the study lies in considering benefits and sacrifice value predictors of Technologies 4.0 and its’ mediation ability. Theoretical and industry implications have been discussed.

Optimizing Google Classroom User Behaviour: An Integrated Analysis Using TAM and TPB Models

Google classroom as one of the learning platforms has been popularly used. This study aims to examine the determinants of user behavior by testing perceived ease of use variables, perceived usefulness, and subjective norm as a predictor of intention and actual control as moderation of intention-to-behavior relationship. The population in this study are 108 students in vocational high school. This study uses survey techniques or saturated samples. Data collection in this study using questionnaires. The analysis method used is a structural equation model (SEM) with SmartPLS 3.0 analysis tool. The study results found that perceived ease of use, perceived usefulness, and subjective norm are predictors of behavioral intentions with a value of R2 0.783 or 78.3%. Behavior intention predicts user behavior with R2 0.647 or 64.7%. Actual control succeeded in moderating the relationship of behavior intention to and use behavior. According to the study's results, students' behavioral intention to use Google Classroom was predicted by the Perceived Ease of Use, Perception of Usefulness, and Subject Norm. Actual behavior control can strengthen student use behavior of students using Google Classroom. The students will have a strong intention to use Google Classroom when they have actual control over themselves.

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Purpose: The goal of this study is to propose a conceptual framework of new Islamic payment gateway system its acceptance among Malaysians. This study will employ UTAUT with four exogenous latent variables which are Performance Expectancy (PE), Effort Expectancy (EE), Social influence (SI), Facilitating Conditions (FC) and two endogenous latent variable also known as moderator which is Religiosity (R) and Behavioral Intention (BI). Theoretical framework: Based on previous study, the UTAUT model design by (Soomro, 2019) hypothesizes of four constructs of variables which are, performance expectancy, effort expectancy, social influence, and facilitating conditions. These variables act as predictor of behavioural intention. As for the study, the author has added religiosity variable in place of the four moderators proposed. Design/methodology/approach: According to (Alam, Hu & Barua, 2018) positivism focuses on testing hypotheses from an existing theory and understanding the individual behaviour. Agreeing to that, (Kholoud Ibrahim Al-Qeisi, 2009) stated in his study that methodologies of positivism have expressed different types of validity checks, such as construct validity, internal and external validity and statistical conclusion validity. In other words, the evidence presented should be able to be examined, as well as the process used, the research context, and to conclude that the claims made are reasonable. Findings: According to (Batrinca and Treleaven, 2015) the largest, richest, and most dynamic evidence base of human behaviour is social media data, which brings new options for understanding individuals, groups, and society. Innovative scientists and business professionals are increasingly looking for innovative ways to collect, combine, and analyse this huge amount of data efficiently. Companies in the retail and banking industries were among the first to use social media analysis. Retailers utilise social media to increase brand awareness, improve product/customer service, develop advertising/marketing plans, analyse network structure, spread news, and even detect fraud. Research, Practical & Social implications: We suggest to include item for Religiosity construct that are more to understanding in Islamic Muamalat. In that way, the future study might find more accurate result for Religiosity impact in the construct Originality/value: According to this study, which adopted from previous study that using religiosity as moderating variable, since we found that Religiosity do have interaction effect for Performance Expectancy and Social Influence towards Behaviour Intention. But the difference is, in previous study the moderation was used in banking field. While in this study Religiosity were used in Payment gateway field.

Toward an understanding of Pakistani customers' adoption of smart banking services: an extended application of UTAUT2 model with big brother effect and information privacy concern

PurposeThis study examines the main factors influencing banking customers' behavior toward smart banking services (SBS) adoption in Pakistan. This study extends the unified theory of acceptance and use of technology (UTAUT2) by integrating information privacy concern and big brother effect into an overarching conceptualization.Design/methodology/approachThis study adopts theoretical constructs from the related literature and develops hypotheses. An analysis of 385 banking customers was performed using partial least squares structural equation modeling (PLS-SEM).FindingsThe results show that most predictors of behavioral intention, including facilitating conditions, effort expectancy, habit, performance expectancy, hedonic motivation (except for social influence and price value), big brother effect and perceived information privacy concern are significant. Indeed, all predictors of use behavior are also significant. Gender and age differences between individuals further moderate the relationship between UTAUT2 constructs. Moreover, information privacy concern mediates the relationship between big brother effect and behavioral intention.Research limitations/implicationsThis cross-sectional study focused only on Pakistan as a developing country, which limits the generalizability of the results.Practical implicationsThe roles of social influence and price value must be strengthened by employing marketing strategies and personalized communication. Banks should offer incentives and rewards to customers who recommend SBS to friends and family members. In addition, banks must consider the price factor when offering these services to increase their market share.Originality/valueThis study contributes to the field of technology adoption by providing a unique perspective of SBS adoption in Pakistan. This empirical study is the first to extend the UTAUT2 model by integrating information privacy concern and big brother effect to assess SBS acceptance and use behavior. This study examines SBS adoption issues at the national level, especially in Pakistan.

Overview of Acceptance Islamic Payment Gateway System in Malaysia: a Conceptual Framework

Purpose: The goal of this study is to propose a conceptual framework of new Islamic payment gateway system its acceptance among Malaysians. This study will employ UTAUT with four exogenous latent variables which are Performance Expectancy (PE), Effort Expectancy (EE), Social influence (SI), Facilitating Conditions (FC) and two endogenous latent variable also known as moderator which is Religiosity (R) and Behavioral Intention (BI).
 
 Theoretical framework: Based on previous study, the UTAUT model design by (Soomro, 2019) hypothesizes of four constructs of variables which are, performance expectancy, effort expectancy, social influence, and facilitating conditions. These variables act as predictor of behavioural intention. As for the study, the author has added religiosity variable in place of the four moderators proposed. 
 
 Design/methodology/approach: According to (Alam, Hu & Barua, 2018) positivism focuses on testing hypotheses from an existing theory and understanding the individual behaviour. Agreeing to that, (Kholoud Ibrahim Al-Qeisi, 2009) stated in his study that methodologies of positivism have expressed different types of validity checks, such as construct validity, internal and external validity and statistical conclusion validity. In other words, the evidence presented should be able to be examined, as well as the process used, the research context, and to conclude that the claims made are reasonable.
 
 Findings: According to (Batrinca and Treleaven, 2015) the largest, richest, and most dynamic evidence base of human behaviour is social media data, which brings new options for understanding individuals, groups, and society. Innovative scientists and business professionals are increasingly looking for innovative ways to collect, combine, and analyse this huge amount of data efficiently. Companies in the retail and banking industries were among the first to use social media analysis. Retailers utilise social media to increase brand awareness, improve product/customer service, develop advertising/marketing plans, analyse network structure, spread news, and even detect fraud.
 
 Research, Practical & Social implications: We suggest to include item for Religiosity construct that are more to understanding in Islamic Muamalat. In that way, the future study might find more accurate result for Religiosity impact in the construct
 
 Originality/value: According to this study, which adopted from previous study that using religiosity as moderating variable, since we found that Religiosity do have interaction effect for Performance Expectancy and Social Influence towards Behaviour Intention. But the difference is, in previous study the moderation was used in banking field. While in this study Religiosity were used in Payment gateway field.

To use or not to use ChatGPT in higher education? A study of students’ acceptance and use of technology

ABSTRACT ChatGPT is an AI tool that assisted in writing, learning, solving assessments and could do so in a conversational way. The purpose of the study was to develop a model that examined the predictors of adoption and use of ChatGPT among higher education students. The proposed model was based on a previous theory of technology adoption. Seven predictors were selected to build a model that predicted the behavioral intention and use behavior of ChatGPT. The partial-least squares method of structural equation modeling was used for data analysis. The model was found to be reliable and valid, and the results were based on a self-reported data of 534 students from a Polish state university. Nine out of ten proposed hypotheses were confirmed by the results. Habit was found to be the best predictor of behavioral intention, followed by performance expectancy and hedonic motivation. The dominant determinant of use behavior was behavioral intention, followed by personal innovativeness. The research highlighted the need for further examination of how AI tools could be adopted in learning and teaching.

Revisiting Unified Theory of Technology and Use of Technology Using Meta-analytic Structural Equation Modelling

The Unified Theory of Technology and Use of Technology (UTAUT) has been widely used in information system studies since its introduction in 2003. The current study synthesizes 40 empirical studies based on UTAUT in educational contexts using the one-stage meta-analytic structural equation modelling method. While the study confirmed the initial findings by Ventakesh et al. (2003), the model in this study underperformed in the explained variance of behavioral intention. However, the explained variance of usage behavior performed better than the original UTAUT. After introducing new direct relationships between the UTAUT constructs, it was found that the construct, facilitating conditions, was a new predictor of behavioral intention. At the same time, effort expectancy and social influence were new predictors of usage behavior. There have been studies on the UTAUT model with many diverse findings since its inception in 2003. The method introduced in this study, a One-Stage combined Meta-Analysis and Structural Equation Modelling (OSMASEM), offers an approach for researchers to use past empirical data to examine the UTAUT framework without relying on replicating similar studies. As more empirical data from UTAUT research are added to train the data model using OSMASEM, researchers can now study how educational technology trends change over time.

Exploring Peace within the Cognitive-Affective Structure of the Destination Image of Glacier National Park

Although the importance of peace park designations has been emphasized over the years, their full potential is not always recognized and used. No published studies explore the destination image of a national park in the context of peace. This research explores the cognitive and affective nature of the destination image of Glacier National Park (GNP), a component of Waterton-Glacier International Peace Park. A conceptual model of GNP’s destination image was developed, tested with survey data from 379 park visitors, and analyzed using Partial Least Squares Structural Equation Modeling. Evidence supported the claim that the constructs of natural environment, social atmosphere, peace designation, and infrastructure impacted the affective image of GNP. Social atmosphere, peace designation, and the affective image were the predictors of behavioral intentions. Therefore, peace designation can play an important role in the destination image of GNP, which has important potential implications for park and outdoor recreation managers.

Measuring the Quality of Working Conditions and Behavioral Intentions of Seasonal Hospitality Workers in Croatia

The aim of this study is to present an objective picture of the quality of working conditions and predictors of behavioral intentions among the Croatian seasonal workforce in the hotel and food and beverage industry. The 6th edition of the EWCS survey was modified for the purpose of this study. The research was conducted from 18 November 2020 to 30 March 2021, and 196 respondents were surveyed. The authors performed exploratory factor analysis and regression analysis to analyze the collected data. The study found that intention to return and intention to recommend are predicted by different sets of sociodemographic characteristics and that the higher the earnings of seasonal employees, the higher will be their intention to return. Moreover, the results imply that seasonal workers who feel they have more control over their daily tasks are more likely to recommend their seasonal job to others. Although the topic of job satisfaction among seasonal hospitality workers is well covered in the existing literature, there is a lack of research focused on measuring the quality of their working conditions. This study is useful for the academic community as a starting point for further research and for managers in the hospitality industry who can apply the results in their everyday business practices.

How to influence restaurant employees’ food safety behaviour: an application of the theory of planned behavior and norm activation model

ABSTRACT Foodborne illnesses caused by food service establishments can be prevented by shaping employees’ behavior. This study examines factors influencing the food service staff’s compliance of safety procedures regarding food and hygiene at restaurants by integrating the theory of planned behavior with the norm activation model. It also investigates the moderating role of job burnout on the relationship between food safety behavior and its antecedents. A questionnaire survey was conducted to collect data from 325 restaurant employees in Khon Kaen, Thailand. Using structural equation modeling and multiple group analysis, this study confirms that employees’ behavior regarding adoption of food safety standards is directly influenced by behavioral intention and moral norms. Subjective norm is the strongest predictor of behavioral intention and has a significant impact on moral norms. Furthermore, job burnout plays a significant moderating role by weakening the effect of behavioral intention on food safety behavior.

Why Do Young Adults in the United States Have Such Low Rates of Organ Donation Registration?

The demand for transplantable organs has outpaced the supply. Thus, 20 Americans die every day while waiting for an organ. Although most adults support organ donation, 42% are not registered. The rate is even lower among young adults who are not enrolled in/never graduated from college. The aim of this study was to use the Integrated Behavior Model (IBM) to identify factors that predicted organ donation registration among a racially diverse sample of non-student young adults. The study was observational and cross-sectional. Proportional allocation was used to identify a racially diverse sample of 550 non-student, young adults from ten states in the U.S. with the lowest registration rates. A valid and reliable survey was designed, pilot-tested, and administered. A total of 407 young adults completed the survey (74%). Only 19% were registered donors. Caucasians were more likely to be registered donors than racial minorities, χ² (3, N = 407) = 15.19, p = 0.002. Those with more positive direct attitudes toward registration were 1.5 times more likely to be registered than those who had negative direct attitudes. Among non-registrants, indirect descriptive norm and direct attitude were statistically significant predictors of behavioral intention. Moreover, those who knew someone who donated an organ and knew someone who needed a transplant were nearly three times more likely to intend to register in the next year. The IBM proved useful in elucidating factors that predicted intention to register among non-student young adults. The IBM should be used by those who desire to increase registration rates.

Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries

Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an expectation to be left alone through control and access of their personal information, time, and space. Drawing on boundary regulation perspectives from law and environmental psychology, the authors conceptualize, develop, and measure the meeting privacy expectations (MPE) scale. Six studies show the reliability and stability of the 12-item MPE scale in depicting the three subdimensions and in meeting reliability and validity criteria. The results indicate that the MPE scale is not only distinct from previously established privacy scales but also a better predictor of behavioral intentions. Moreover, the scale is invariant across different cultures and influences cognitive trust and emotional violation. The authors find that meeting privacy expectations vary in their levels and outcomes cross-culturally. Marketers can use the MPE scale to globally track, assess, manage, and plan for meeting the changing consumer privacy expectations. The MPE scale is a good candidate to address the rising public policy issues related to privacy.

Technology Acceptance and Usability of a Virtual Reality Intervention for Military Members and Veterans With Posttraumatic Stress Disorder: Mixed Methods Unified Theory of Acceptance and Use of Technology Study.

BackgroundMilitary members and veterans exhibit higher rates of injuries and illnesses such as posttraumatic stress disorder (PTSD) because of their increased exposure to combat and other traumatic scenarios. Novel treatments for PTSD are beginning to emerge and increasingly leverage advances in gaming and other technologies, such as virtual reality. Without assessing the degree of technology acceptance and perception of usability to the end users, including the military members, veterans, and their attending therapists and staff, it is difficult to determine whether a technology-based treatment will be used successfully in wider clinical practice. The Unified Theory of Acceptance and Use of Technology model is commonly used to address the technology acceptance and usability of applications in 5 domains.ObjectiveUsing the Unified Theory of Acceptance and Use of Technology model, the purpose of this study was to determine the technology acceptance and usability of multimodal motion-assisted memory desensitization and reconsolidation (3MDR) on a virtual reality system in the primary user group (military members and veterans with treatment-resistant PTSD, 3MDR therapists, and virtual reality environment operators).MethodsThis mixed methods embedded pilot study included military members (n=3) and veterans (n=8) with a diagnosis of combat-related PTSD, as well as their therapists (n=13) and operators (n=5) who completed pre-post questionnaires before and on completion of 6 weekly sessions of 3MDR. A partial least squares structural equation model was used to analyze the questionnaire results. Qualitative data from the interviews were assessed using thematic analysis.ResultsEffort expectancy, which was the most notable predictor of behavioral intention, increased after a course of 3MDR with the virtual reality system, whereas all other constructs demonstrated no significant change. Participants’ expectations of the technology were met, as demonstrated by the nonsignificant differences in the pre-post scores. The key qualitative themes included feasibility and function, technical support, and tailored immersion.Conclusions3MDR via a virtual reality environment appears to be a feasible, usable, and accepted technology for delivering 3MDR to military members and veterans who experience PTSD and 3MDR therapists and operators who facilitate their treatment.

Predictors of behavioral intention among tourist: the case of revisiting street food spots in Penang, Malaysia

ABSTRACT Penang is a popular destination among both local and international visitors where its street food is a major attraction. The uniqueness of Penang’s street food contributes to its reputation as a food paradise among tourists. However, studies investigating tourists’ perception of Penang street food and their behavioral intention to revisit Penang street food spots remain scarce. Thus, a case study involving 277 valid responses was designed to explore this phenomenon by identifying the main factors influencing tourist behavioral intention in revisiting Penang street food spots. Findings demonstrated that 47.4% of the variance in behavioral intention is influenced by food hygiene, food price, food quality and service quality. Furthermore, the food service quality is reported to significantly influence tourist behavioral intention in revisiting Penang street food, while hygiene and price are insignificant in this respect. The current study extends the body of knowledge concerning tourist behavioral intention in revisiting street food, thereby providing useful recommendations and important information to both food hawkers and local authorities alike.

Factors associated with the intention of community pharmacists to report adverse drug reactions to regulatory authority in Malaysia: application of the theory of planned behaviour.

It is known that community pharmacists in Malaysia underreport adverse drug reactions (ADRs). In order to improve ADR reporting, a theory-based understanding of the factors associated with the community pharmacists' reporting behaviour is important. This study used the theory of planned behaviour (TPB) to identify the predictors of behavioural intention to report ADRs to the regulatory authority among community pharmacists in Malaysia and to assess the relative importance of the predictors. A questionnaire-based study was conducted among 188 randomly selected community pharmacists in the state of Johor, Malaysia. The questionnaire included four main TPB constructs (intention, attitude, subjective norms and perceived behavioural control) and related measures, including perceived moral obligation, past reporting behaviour and sociodemographic variables. Descriptive and hierarchical regression analyses were conducted. A total of 164 questionnaires were collected. The mean score of intention to report ADRs was 15.43 (SD = 2.99). The final model of the hierarchical regression analysis showed that attitude towards ADR reporting (P = 0.004), subjective norm (P = 0.010) and perceived moral obligation (P = 0.014) were significant predictors of intention to report ADRs. Attitude was the most significant predictor, followed by subjective norm and perceived moral obligation. Interventions targeting community pharmacists' attitude, subjective norms and perceived moral obligations towards ADR reporting, with a specific focus on attitude would likely have a positive impact on improving ADR reporting in Malaysia.

Behavioral Intention towards Dietary Diversity among Adult People Living with HIV in Public Hospitals in Southwest Ethiopia Using Theory of Planned Behavior—An Explanatory Study

Dietary diversity is a crucial element of inclusive care for people living with HIV (PLWHIV). Particularly in resource-limited countries where undernutrition and food insecurity prevail, low intention and poor attitude towards diversified diets are the common challenges. The aim of this study was to assess the intention towards dietary diversity behavior among adult PLWHIV in Jimma Zone public hospitals, Southwest Ethiopia. A hospital-based survey study was carried out in five public institutions among 403 sampled adult PLWHIV. Data were entered into Epi-Data (The EpiData Association, Odense, Denmark) and exported to SPSS version 20 (IBM, Armonk, NY, USA) for analysis. Relationships among variables were assessed using correlation coefficients. A multivariable linear regression model was fitted to assess predictors of behavioral intention towards dietary diversity at p-value ≤ 0.05. The quantitative data were supplemented by qualitative data, which were collected through key informant interviews and analyzed thematically. The significant predictors of intention to use dietary diversity were attitude (β = 0.196, p < 0.01) and subjective norm (β = 0.390, p < 0.01) of the adult PLWHIV. The constructs of theory of planned behavior (TPB) independently explained the variance in intention towards dietary diversity by 25.7%. All the intermediate, proximal and distal components of the theory of planned behavior (TPB) explained the final model finding 32.2% of variance in the intention to use dietary diversity. The qualitative findings indicated that delivery of HIV care requires a sense of livelihood development, economical improvement and creating a sense of ownership for sustainable HIV care by creating behavioral change at the individual level. Conclusion: Dietary inadequacy was strongly correlated with being in the sociodemographic groups that are at heightened risk of adverse clinical outcomes. It is worthwhile to understand behavioral intention as a potential determinant of malnutrition and the Poor ART outcomes rather than symptomatic treatment of malnutrition with food by prescription.

Researcher Perceptions of a Self-Service Online Portal to Facilitate Volunteer Recruitment into Clinical Trials

Abstract Background Recruitment of volunteers is a major challenge for clinical trials. There has been increasing development and use of Internet-based portals in recruitment for clinical research. There has been little research on researcher use and perceptions of these portals. Objectives This study evaluated researcher perceptions of use of Rally, an Internet-based portal for clinical trial volunteer recruitment. Methods A cross-sectional survey was developed and implemented to understand researcher perceptions. From theoretical models of information technology use, the survey adopted items in four domains: ease of use, usefulness, facilitating conditions, and self-efficacy. The dependent variable was researchers' behavioral intention to use Rally. The survey captured characteristics of researchers such as gender, age, and role. It was implemented using the REDCap survey tool. An email invitation followed by three reminders was sent to researchers. A hierarchical regression model was applied to assess predictors of behavioral intention. Results The survey response rate was 35.6% (152 surveys received from 427 contacted researchers). In the hierarchical regression model, facilitating conditions and self-efficacy predicted behavioral intention (F (4,94) = 6.478; p <0.001). The model explained 21.6% of the variance in behavioral intention (R-square change = 21.3%, p <0.001). Conclusion Facilitating conditions and self-efficacy predicted researchers' behavioral intention to use Rally for volunteer recruitment into clinical trials. Future research should document best practices and strategies for enhancing researcher use of online portals for volunteer recruitment.

Role of cultural worldview in predicting heritage tourists’ behavioural intention

ABSTRACT Limited attention has been given to the investigation of how cultural worldview (CW) affects tourists’ behavioural intention in heritage tourism sites. Thus, this study aims to examine the role of CW in predicting heritage tourists’ behavioural intention by employing two seminal behaviour models, the theory of reasoned action (TRA) and theory of planned behaviour (TPB). The data were collected from 323 heritage travellers who visited Hanok Village in South Korea, where approximately 735 Hanoks (traditional Korean house) were preserved as a popular tourist attraction. The study’s findings demonstrate that tourists’ CW can be an important variable in the prediction and understanding of behavioural intention among heritage tourists and may serve as a proxy for perceived behavioural control. This study also identified that subjective norm was the strongest predictor of behavioural intention among heritage travellers. The overall results support that a positive attitude towards visiting a heritage village, which features Hanoks, strong normative support in their visit intention, and strong CW was positively associated with the behavioural intention of the heritage travellers. Theoretical and practical implications are also discussed to enhance the heritage visitors’ attitude, perception, and behavioural intention.