Tourists’ Behavioural Intention in Coastal Tourism Settings: Examining the Mediating Role of Attitude to Behaviour

ABSTRACT There are an increasing number of studies examining the tourist attitude—behavioural intention process; however, the lack of empirical examination of the mediating role of attitude to behaviour is still evident in the tourism literature. This study is aimed at examining the mediating role of tourist attitude to visiting behaviour in the relationship between destination evaluative factors and tourist behavioural intention—revisit, recommend, and word-of-mouth. Data were collected by a personal-administered survey of 603 tourists who had visited major beach destinations in Bangladesh. A PLS-based SEM was applied to analyse the data. The results signify that tourist attitude to visiting behaviour significantly mediated the relationship between destination image, perceived value, satisfaction, and behavioural intention while it had no mediating effect between perceived risks and behavioural intention. The findings provide practical implications and theoretical knowledge for tourism managers and practitioners, particularly in beach tourism settings.