Beauty and tourists’ sustainable behaviour in rural tourism: a self-transcendent emotions perspective

The Moderating Role of Technological Knowledge in the Relationship Between Perceived Sustainable Marketing and Intention to Agritourism

“…Subjective norms, representing the perceived social pressure to perform or abstain from a behaviour, are significantly impacted by individuals' perceptions of the environment in the context of agritourism [9]. The perceived environment, which encompasses the natural beauty, conservation efforts, and sustainability practices of agritourism sites, can foster a sense of social responsibility and influence the social pressures or encouragements individuals feel towards participating in agritourism [17].…”