Evaluating Behavioural Intention towards Avitourism in Malaysia: an Extended Theory of Planned Behaviour Perspective

Lee, Chin Thien (2023) Evaluating Behavioural Intention towards Avitourism in Malaysia: an Extended Theory of Planned Behaviour Perspective. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

Malaysia is ranked twelfth globally for the biggest biodiversity country and is home to a diverse range of bird species, including many that are found only in Southeast Asia. There are a total of 55 main bird-watching areas in Malaysia, and thousands of tourists visit Malaysia annually for bird-watching activities. However, the majority of the tourists are from foreign countries, where Malaysian are only a minority. This study aims to investigate the factors that influence the behavioural intention towards avitourism among Malaysian. A quantitative approach using questionnaires was adopted for this study. A total of 416 questionnaires were collected around Malaysia. The results showed that subjective norm and environmental knowledge have a significant influence on the behavioural intention towards avitourism. Moreover, environmental concern and environmental knowledge were also found to have a significant influence on attitudes toward avitourism and perceived behavioural control, while only environmental knowledge has significant influences on Subjective norm. The findings indicated that individuals who are more likely to perceive social pressure or have a higher level of environmental knowledge have a higher intention to visit avitourism. Moreover, individuals who have a higher level of environmental concern and knowledge have a more positive attitude toward avitourism. This study extended the theory of planned by incorporating environmental concern and knowledge, to improve the predictive of the model. This study also helps to provide insights for the policymaker to promote avitourism in Malaysia. The limitations and future studies were also discussed in this study.