UNDERSTANDING YOUNGER TOURIST’ INTENTION TOWARD ENVIRONMENTALLY RESPONSIBLE BEHAVIOR

Despite the significant contribution of the tourist growth to the economics, besides the concern of its impact on the environment has gained much attention. This integrated green image in the theory of planned behavior to determine the factor influencing Younger tourist environmentally responsible intention behavior particularly recycling behavior intention. The study identified the factors influencing tourist environmentally responsible behavior within the lens of the theory Of Planned Beha vior (TPB). The framework was tested with regression analysis with data collected from 229 younger traveler visiting in Bali, Indonesia. The result showed that environmental attitude, subjective norm have a positive impact on younger tourist environmentally responsible intention (recycling intention). Whereas, perceived behavior control does not influence intention. Further, Destination Green Image has a positive impact on environmental attitude. This finding provide an additional knowledge and understanding to the existing body literature of tourist behavior particularly in context of tourism environmentally responsible behavior. Practical and theoretical implication for sustainable tourism are proposed on this study