Environmental attitudes, subjective norms, and perceived behavioural control in responsible tourism practices: A case of residents in Redang Island, Malaysia

This study explores the relationship between the Theory of Planned Behaviour (TPB) components and responsible tourism practices, incorporating perceived benefits as mediators and environmental regulations as moderators. Utilising 237 responses collected via face-to-face surveys, the study employed Partial Least Squares-Structural Equation Modeling (PLS-SEM) for hypothesis testing. The study finds that environmental attitudes do not significantly impact perceived benefits, challenging prior assumptions. Subjective norms and perceived behavioural control positively influence environmentally responsible behavioural intentions and responsible tourism practices. Surprisingly, perceived benefit is not a significant mediator, while environmentally responsible behavioural intentions mediate key relationships, and environmental regulations significantly moderate the impact of environmentally responsible behavioural intentions on responsible tourism practices. The findings also highlight the need for tourism policymakers and stakeholders to enhance awareness and foster environmentally responsible behaviour to align with Sustainable Development Goals (SDGs). This study innovatively challenges the traditional TPB by questioning the direct impact of environmental attitudes on perceived benefits in responsible tourism settings. It introduces environmental regulations as a key moderating factor and highlights the critical mediating role of environmentally responsible behavioural intentions in translating attitudes into sustainable actions.