Exploring multifaceted pathways: understanding behavioral formation in green tourism selection through fsQCA

Abstract

Rather than confining the investigation solely to intentions, as typically done within the unifinality paradigm (e.g. Structural Equation Modeling with prespecified hypotheses), this paper extends the traditional approach by delving into the actual behaviors of tourists through diverse pathways. Employing mixed methods, we aim to uncover potential explanations for the formation of green behavioral patterns among tourists. While our findings reveal a limited variance in behavior explained solely by intention, it is imperative to recognize the critical role of intention as a significant determinant of behavior, as supported by our empirical data.