The Mediating Role of Visit Intention in the Relationship Between Attitude Toward Behavior and Perceived Behavioral Control on Actual Visit Behavior
DOI:
https://doi.org/10.55927/marcopolo.v3i7.94Keywords:
Theory of Planned Behavior, Visit Intention, Attitude Toward Behavior, Perceived Behavioral Control, Actual Visit BehaviorAbstract
This study investigates the mediating role of visit intention in the relationship between attitude toward behavior and perceived behavioral control on actual visit behavior, using the Theory of Planned Behavior (TPB). The research was conducted from February to June 2025, with data collected from 220 domestic tourists who visited Midodaren Beach, East Java. A quantitative method was applied using PLS-SEM analysis. Results show that attitude significantly influences both intention and behavior, while perceived control only affects intention. Visit intention serves as a partial mediator. These findings highlight the importance of psychological constructs in shaping tourist behavior, especially in developing coastal destinations.
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