Tourists' Attitudes Toward the Benefits of Mariculture: A Case of Decision-making in Marine Tourism in Southeast USA

While sustainable tourism and responsible tourism share commonalities of guiding principles, responsible tourism places more emphasis on the behaviors of individual actors. However, little is known about how responsible tourists' behaviors are reconciled by their attitude toward tourism products' economic, cultural, and environmental contribution to a destination. This study explores the role of the tourists' attitude toward mariculture and perception of its benefits within the context of their travel decision-making process. Framed with the theory of planned behavior, this research examines tourists' perception of shellfish mariculture in relationship to their subjective knowledge about mariculture, attitude toward product quality of mariculture, and intention to be involved in marine tourism. This study suggests that the perception of benefits of the product are important considerations when tourists decide their travel activities in coastal destinations.