[11] BEHAVIORAL DRIVERS OF TOURIST CHOICES: AN INVESTIGATION INTO LONAVALA’S ATTRACTIVENESS THROUGH THEORY OF PLANNED BEHAVIOUR

ARTICLE INFO- Date of Submission: February 12, 2024, Revised: February 20, 2024, Accepted: February 24, 2024, https://doi.org/10.56815/IJMRR.V3.I1.2024/93-104

Abstract

Purpose- The purpose of this paper is to examine the tourist behaviour of individual towards Lonavala hill station using theory of planned behaviour. Design/methodology/approach-Data was collected from 200 respondents of Mumbai region. The proposed study uses SEM in SPSS AMOS 24. Findings- There was a positive influence of subjective norms on intention to use the services. Practical implication- The research helps to determine the factors that affects the tourist behaviour towards Lonavala. Tourist behaviour can be highly influenced by mouth publicity, perceptions of friends & family, Review, Influencer marketing etc. so marketer can use this as a promotion tool to attract the individuals. Originality/Value-The study extend the literature by validating theory of purchase behaviour in the novel context.