Citizens’ intention toward sustainable tourism through integrating protection motivation theory (PMT) and theory of interpersonal behavior (TIB)

Purpose The purpose of this paper is to investigate the factors affecting citizens’ intentions toward sustainable tourism based on a research model integrating two theories: protection motivation theory (PMT) and theory of interpersonal behavior (TIB). Design/methodology/approach After in-depth interviews with ten people, the authors determined the official research model and builds a complete survey. With the random sampling method, data were collected from 628 Vietnamese respondents at some schools, enterprises and supermarkets. Using the PLS-SEM method, measurement and structural models were evaluated before testing the research hypotheses about the influence of factors on intention toward sustainable tourism. Findings This paper shows that all constructs of the integrated model PMT-TIB are related to intention toward sustainable tourism, and response efficacy is the most influential factor among the factors included in the research model. PMT-TIB integration model is proven to be superior to the original PMT and TIB models when studying factors affecting intention toward sustainable tourism. Research limitations/implications The main limitation of this paper is that the PMT-TIB integration model only mentions motivational and interpersonal factors that influence intention toward sustainable tourism. Practical implications The findings indicate that state management agencies and enterprises need to develop specific action programs about each harmful environmental pollution caused by unsustainable tourism, raising awareness about the possibility of environmental protection through sustainable tourism. Originality/value This study contributes to the existing theoretical framework by integrating PMT and TIB for the first time in explaining intention toward sustainable tourism. This paper gives implications for Vietnam in particular and developing countries in general in promoting sustainable tourism intentions toward sustainable development according to the government’s goals.