Visiting intentions of young Malaysian tourists towards eco-friendly destinations

Sustainability in tourism is a rising trend that has gained importance in many parts of the world, particularly in developed economies. Of late, there is a growing awareness of sustainable tourism in developing economies. This paper reports the findings from a study on the determinants of visiting intentions of young Malaysian tourists towards eco-friendly destinations. Through the literature review, the identified determinants are attitude, subjective norms, perceived behavioral control, future time perspective and perceived green image. A multiple regression analysis was performed to ascertain the influence of each determinant on visiting intentions of young Malaysian tourists towards eco-friendly destinations. Attitude, subjective norms and perceived behavioral control each exerts positive significant influence while future time perspective and perceived green image turned out to be insignificant factors. Perceived behavioral control appears to be the strongest predictor. The implication of the study for the practice is that eco-friendly concepts are in demand by young Malaysian tourists.