Factors Predicting Individuals’ Behavioural Intentions for Choosing Cultural Tourism: A Structural Model

Drawing from the theory of self-regulation and a model goal-directed behaviour, this study examines determinants (i.e., attitudes, subjective norms, perceived behavioural control, desire, negative WOM coping strategies, avoidance strategies) visitors’ intentions to engage in cultural tourism within Sicily. Based on sample 469 visitors, results revealed that 12 14 proposed hypothesised direct effects were significant explaining choose holiday. As for indirect effects, strategies served as more salient mediator model, opposed strategies.