Dataset for pro-sustainable tourism behavior paper Anom H. Suasapha

The research aimed to understand the mechanism behind the pro-sustainable tourism behavior of foreign tourist who visit the Nusa Dua area in Bali. Grounded on the Theory of Planned Behavior, the study has been designed to expand our knowledge on the pro-sustainable tourism comprehensively, by continuing the analysis until the prediction of actual behavior. Since the analysis revealed the intention and the actual behavior, it lead us to the second aim of the study, that is to understand the intention-behavior gap in the pro-sustainable tourism behavior of tourist who visit a resort area. Eight construct were modeled based on the Theory of Planned Behavior. Three of those are Attitude, Intention and Behavior which were standard TPB construct. The other five construct are Knowledge, Users Generated Contents, Sustainable Image, Spiritual Image and Sustainable Tourism Certifications. A PLS-SEM method will be implemented to test the structural relationship between constructs of the model, while Wilcoxon Test will be used to detect the intention-behavior gap.