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Tourism: An International Interdisciplinary Journal, Vol. 74 No. 1, 2026.

Original scientific paper

https://doi.org/10.37741/t.74.1.5

Explicating the Conditions for (Un)sustainable Tourists’ Behaviour in a Cultural Heritage Destination: A Mixed-Method Approach Based on the Theory of Planned Behaviour

Ivan Paunovic orcid id orcid.org/0000-0003-4291-1809 ; Centre for Entrepreneurship, Innovation and SMEs, Bonn-Rhine-Sieg University of Applied Sciences, Rheinbach, Germany; Koblenz University of Applied Sciences, Koblenz, Germany
Alexander Piazza ; Ansbach University of Applied Sciences, Rothenburg ob der Tauber, Germany
Klaus Deimel ; Centre for Entrepreneurship, Innovation and SMEs, Bonn-Rhine-Sieg University of Applied Sciences, Rheinbach, Germany

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Abstract

The study examines sustainable tourism behaviour at the historic city of Rothenburg ob der Tauber. The research aims to explain tourists' sustainable behaviour and to uncover configurations that lead to sustainable or unsustainable behaviour. The present study is based on the Theory of Planned Behaviour (TPB) as its theoretical framework. A mixed-method design is then employed, integrating quantitative and qualitative research methodologies. The quantitative arm of the study employs regression analysis, while the qualitative research uses the fuzzy-set Qualitative Comparative Analysis (fsQCA).
The findings from the regression analysis revealed that sustainability-oriented attitudes, social norms, and behavioural control have a statistically significant impact on tourists' sustainability-oriented behavioural intention, in descending order of importance. The fsQCA results showed that strong attitudes are a necessary condition for strong behavioural intention toward sustainable tourism activities. Weak social norms are an essential condition for weak behavioural intention toward sustainable tourism activities. Furthermore, the study identified the following sufficient conditions for a strong intention to engage in sustainable tourism activities: strong social norms paired with weak behavioural control, or strong attitudes in conjunction with strong social norms.

Keywords

fsQCA; QCA; sustainable tourists’ behaviour; heritage tourism; city tourism; heritage destination; mixed-method; configurational theory

Hrčak ID:

343702

URI

https://hrcak.srce.hr/343702

Publication date:

23.1.2026.

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