Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism

Tourists’ pro-environmental behaviors are critical to the conservation of cultural landscape heritage and for sustainability tourism. Applying theories planned behavior (TPB) self-congruity, this research explained formation tourists’ behavioral intentions (TPEBI). A total 342 effective responses were gathered at a destination, while another set data was collected from historic destination cross-validation (n = 345). The findings indicated that: (1) there direct positive associations between TPEBI attitudes toward behavior, subjective norms, perceived control, functional congruity; (2) congruity mediates association self-congruity TPEBI; (3) “congruity-TPB” framework has greater predictive capacity in comparison single model; (4) approach found consistent results by using district as case. Taking both rational value-expressive factors into consideration, current study expands applicability theory research. Findings produce some new insights sustainable management.