Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)

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Green Practices and Tourist Intention to Revisit Restaurants in Rishikesh – A Theory of Planned Behavior Approach

Authors
Ashish Kumar Kestwal1, *, Shiv Mohan Verma2, Abhay Chamoli3
1Research Scholar, Bhikaji Cama Subharti College of Hotel Management, Swami Vivekanand Subharti University, Meerut, Uttar Pradesh, India
2Principal, Institute of Hotel Management, Dehradun, Uttarakhand, India
3Assistant Professor – Senior Scale, School of Hospitality Management, IMS Unison University, Dehradun, Uttarakhand, India
*Corresponding author. Email: aashishkestwal@gmail.com
Corresponding Author
Ashish Kumar Kestwal
Available Online 17 April 2025.
DOI
10.2991/978-94-6463-682-6_12How to use a DOI?
Keywords
Theory of Planned Behavior; Revisit Intention; Green Practices; Tourism; Restaurants
Abstract

This study explores the factors influencing tourists’ intentions to revisit restaurants in Rishikesh, focusing on the moderating role of Green Practices. Grounded in the Theory of Planned Behavior, it examines how tourists’ attitudes toward food, subjective norms, and perceived behavioral control impact their intention to return. Data were collected from tourists visiting Rishikesh and analyzed using structural equation modeling (SEM) to assess the relationships between Theory of Planned Behavior components, with Process Macro used to examine the moderation effect of Green Practices. The findings reveal that tourists’ attitudes and perceived behavioral control significantly influence their intention to revisit restaurants, while green practices positively moderate the relationship between attitude and revisit intention. This suggests that environmentally sustainable practices enhance the appeal of restaurants and strengthen tourists’ commitment to revisiting. The practical implications underscore the importance of integrating Green Practices in restaurant management to attract and retain tourists, ultimately contributing to the sustainable development of the local tourism industry in Rishikesh.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 April 2025
ISBN
978-94-6463-682-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-682-6_12How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ashish Kumar Kestwal
AU  - Shiv Mohan Verma
AU  - Abhay Chamoli
PY  - 2025
DA  - 2025/04/17
TI  - Green Practices and Tourist Intention to Revisit Restaurants in Rishikesh – A Theory of Planned Behavior Approach
BT  - Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)
PB  - Atlantis Press
SP  - 169
EP  - 182
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-682-6_12
DO  - 10.2991/978-94-6463-682-6_12
ID  - Kestwal2025
ER  -