The role of perceived ethics in the decision-making process for responsible tourism using an extended model of goal-directed behavior

The purpose of this study is to examine the decision-making process for responsible tourism (RT) using a theoretical framework of the Model of Goal-directed Behavior (MGB). Because ethics is essential to protect the natural environment, respect the local culture, and benefit local communities that are significantly important for RT, this study also investigates the role of perceived ethics in the decision-making processes of responsible tourists by incorporating the three ethics into the original MGB. A quota sampling method was employed based on gender, age, and residential district, and the data were analyzed using a partial least squares-structural equation modeling approach. Results suggest that perceived ethics (economic, socio-cultural, and environmental concerns) has a significant effect on attitudes toward, desire for, and behavioral intention to participate in RT. Subjective norms and anticipated emotions have significant impacts on the desire for RT, and perceived behavioral control over RT also influences both desire and behavioral intention. In particular, desire is an important antecedent in predicting behavioral intention of responsible tourists. This study contributes to extending knowledge of responsible tourist behavior and identifies the significant role of perceived ethics in RT. Further, this study provides managerial implications to RT stakeholders (e.g., locals, tourism businesses, tourists).