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This research examined tourists’ intention to adopt responsible behavior (RB). Toward this, two constructs of determinants (attitude and self-efficacy belief) of intention to adopt RB were identified through literature surveys. Also, three constructs of RB alternatives, namely, economically RB (ECNRB), environmentally RB (ENVRB), and socio-culturally RB (SCLRB), were identified through a focus group discussion. A self-administrated questionnaire was surveyed among 351 professionals in Bangladesh. Confirmatory factor analysis of both the independent and dependent variables was done prior to employing them in the structured equation model to validate the model and test the hypotheses. The research found that in Bangladesh, the self-efficacy belief influences tourists’ intention to choose RB more than the attitude does, but their influences on tourists’ intention to adopt ECNRB, ENVRB, or SCLRB are varied. Moreover, tourists were found to have less intention to adopt ECNRB than ENVRB and SCLRB. For the policy makers or promoters of responsible tourism (RT), those who want to promote any kind of RB in Bangladesh need to increase self-efficacy belief among tourists. The policy makers need to develop themes around tourists’ positive experience, emotional and physiological states along with verbal persuasion in their communication messages (Bandura, 1997) and in any kind of interpretations at the destination whilst targeting a particular market segment.

The Influence of Tourists’ Attitude and Self-efficacy Belief in Adopting Responsible Behavior in Bangladesh