Applying the Extended Theory of Planned Behaviour (TPB) to Predict Behavioural Intention in the Context of Transformational Tourism: A Case of Nizamuddin Shrine

The term ‘transformational tourism’ refers to a burgeoning subset of the travel market that goes well beyond the more established categories of just spiritual and religious tourism. This paper aims at examining tourists’ intentions to visit the Nizamuddin Shrine (Delhi) as a transformational tourism destination. The framework incorporates the constructs of the Theory of Planned Behaviour (TPB) i.e. Attitude, Subjective Norms, and Perceived Behavioural Control with an additional construct, Motivation. A Google forms online survey was employed to gather data. Structural Equation Modelling (SEM) using AMOS software was employed to test the proposed hypotheses. A sample of 388 respondents was considered for the study. The findings confirm the validity and impact of all the four constructs on the Behavioural Intention to visit the Nizamuddin Shrine as a transformational tourism destination. Very few studies have attempted empirical research on tourist behaviour against the background of transformational tourism. This research offers new insights into tourist behavioural intention through the integration of the extended TPB in the setting of a transformational tourism destination. In the concluding part, the implications, limitations, and future research opportunities are conferred.