Abstract

This article delves into the internal factors influencing tourists’ willingness to contribute financially to forest conservation, specifically in the context of tourist attractions. To achieve this, we propose a conceptual framework that extends the established Theory of Planned Behaviour (TPB). The research analyses the cause-and-effect relationships using a quantitative approach grounded in associative causality. The sample consisted of 180 domestic and international tourists. The data were analysed using the Structural Equation Model (SEM) with Partial Least Square (PLS) approach. The statistical findings revealed attitudes, subjective norms, and perceived behavioural control are strongly and positively correlated with an individual’s willingness to pay for conservation efforts. In the moderation test, religiosity emerged as a moderator, amplifying the impact of attitudes, subjective norms, and perceived behavioural control on the willingness to pay for forest conservation.

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