An extension of the theory of planned behaviour in Thailand cycling tourism: the mediating role of attractiveness of sustainable alternatives

ABSTRACT

An extended theory of planned behaviour (TPB) model of cycling tourism was proposed to explore relations among constructs of the model with the addition of the attractiveness of sustainable alternatives and the actual behaviour of cycling tourists in the context of Thai cyclists. Through the analysis of 395 bicycle tourists by structural equation modelling technique, this study extended the TPB model, utilising attitude, subjective norm, and perceived behavioural control towards cycling tourism as predictors and the attractiveness of sustainable alternatives as a mediator. The findings revealed that attitude towards behaviour, subjective norm, perceived behavioural control, behavioural intention, actual behaviour, and attractiveness of sustainable alternatives were significantly supported, and that attractiveness of sustainable alternatives significantly mediated the impact of behavioural intention on the actual behaviour of cycling tourism. Overall, this study helps us understand the role of volitional and non-volitional processes, behavioural intention, actual behaviour, and the attractiveness of sustainable alternatives in explaining the intention formation of cycling tourism in Thailand.

KEYWORDS:

• Actual behaviour
• attractiveness of sustainable alternatives
• behavioural intention
• cycling tourism
• the theory of planned behaviour

5. CRediT author contributions

Raksmey Sann: Conceptualization, Methodology, Software, Validation, Formal analysis, Investigation, Resources, Data Curation, Supervision, Writing - Original Draft, Writing - Review & Editing, Visualization, Project administration, Funding acquisition Suphatchaya Jansom: Methodology, Formal analysis, Data Collection Tanagorn Muennaburan: Methodology, Formal analysis, Data Collection

Data Availability Statement

Data available for free access at: SANN, RAKSMEY. (2023). “Replication Data for: An Extension of the Theory of Planned Behaviour in Thailand cycling Tourism: The Mediating Role of Attractiveness of Sustainable Alternatives”, Mendeley Data, V1, https://doi.org/10.17632/tg7y9sskv5.1

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Raksmey Sann

Dr. Raksmey Sann is a full-faculty member at Department of Tourism Innovation Management, Faculty of Business Administration and Accountancy, Khon Kaen University, Thailand. He received his Ph.D. with subject major in International Tourism, Hospitality and Event Management, National Ping-Tung University of Science and Technology, Taiwan. His research interests are on the topics relate to service marketing, service quality, e-commerce, e-WOM, consumer behavior, cross-cultural studies, natural language processing, data mining, and big data analytics. His publications have appeared in many international peer-reviewed high-impact journals, such as IJHM, JHTM, IJERPH, IJCTHR, CBTH, JHTI, Anatolia, Sustainability and so on.

Suphatchaya Jansom

Ms. Suphatchaya Jansom is an undergraduate student at Faculty of Business Administration and Accountancy, Khon Kaen University, Thailand. She is majoring in Tourism Industry Management.

Tanagorn Muennaburan

Mr. Tanagorn Muennaburan is an undergraduate student at Faculty of Business Administration and Accountancy, Khon Kaen University, Thailand. He is majoring in Tourism Industry Management.