Antecedents of Behavioral Intention Towards Sustainable Tourism Destination

Tourism is one of the most important aspects for the development of the service sector and today is indeed an activity of considerable global economic importance. The purpose of this chapter is to examine the factors of environmental attitude, motivation, word-of-mouth, belief, and familiarity to predict the tourists' intention to select sustainable tourist destination in Isfahan province, which is one of the tourist attractions in Iran. This chapter is one of the first to develop and empirically test a model in the context of sustainable tourist destination in Iran using variables such as belief and familiarity.The respondents include 150 local tourists at different tourism locations in Isfahan state. This study uses a non-probability convenience sampling approach. Data is analyzed using SPSS and smart PLS software. The results indicate that the most influential factors that affect sustainable tourism destination in this case study are familiarity, environmental attitude, and motivation.