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Sustainability-Oriented Innovation in Tourism: An Analysis Based on the Decomposed Theory of Planned Behavior

Garay, L, Font, Xavier and Corrons, A (2019) Sustainability-Oriented Innovation in Tourism: An Analysis Based on the Decomposed Theory of Planned Behavior Journal of Travel Research, 58 (4). pp. 622-636.

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Drawing on Taylor and Todd’s “decomposed theory of planned behavior,” this study explores the sustainability beliefs, attitudes, social norms, perceived behavioral controls, and behavioral intentions of accommodation managers and considers how these relate to their uptake of water-related innovations. An online survey is used to capture data from more than 300 accommodation establishments located in Catalonia (Spain). Using a structural equation model to interpret the data, 17 hypotheses are established, of which 15 are found to be significant. The findings show how the second-order constructs informed by organizational innovation literature explain the attitudes, social norms, and perceived behavioral controls of the managers; these factors inform 56% of the sustainability behavioral intentions. We explore the cognitive mechanisms that motivate managers to introduce sustainability practices in their businesses. We contribute to theory by demonstrating the benefits of studying the belief structures that inform taking sustainability actions from the perspective of innovation

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Garay, L
Corrons, A
Date : 1 April 2019
DOI : 10.1177/0047287518771215
Copyright Disclaimer : Copyright 2018 SAGE Publications
Uncontrolled Keywords : sustainability, innovation, beliefs, behavioral intention, small- and medium-sized tourism enterprise
Depositing User : Melanie Hughes
Date Deposited : 01 May 2018 17:18
Last Modified : 02 Aug 2019 13:04

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