Intentions to Enhance Tourism in Private Households: Explanation and Mediated Effects of Entrepreneurial Experience

Abstract

Abstract In two remote regions in the Caucasus (Georgia), the tourism sector gains importance as a source of income. Based on the theory of planned behaviour (Ajzen, 1991), a structural equation model was applied to explore the factors that determine the intentions of private households to enhance their activities in the tourism sector. The strongest influence was exerted by subjective norm followed by perceived behavioural control. Underlying beliefs showed that the family had the strongest influence on subjective norm, suggesting that interventions should also target the social environment. Furthermore, bank loans can foster the perceived ability of enhancing touristic activities while personal illness was perceived as a significant threat. The background factor, experience, indirectly influenced the intention to enhance touristic activities.