Residents vs . Tourists: Understanding the Role of Coastal Tourism Experience in Conservation Behaviours

ABSTRACT This study examines the factors influencing coastal conservation behaviours by integrating the Theory of Planned Behaviour (TPB) with coastal tourism experiences. Conducted in Plymouth, UK, the research assesses how attitudes, subjective norms, perceived behavioural control (PBC), and tourism experiences shape conservation intentions and engagement among residents and tourists. The findings reveal that PBC is the most influential factor associated with conservation intentions in the overall model, while coastal tourism experiences significantly influence engagement, particularly among tourists. Residents' conservation intentions are more influenced by attitudes, whereas tourists are driven by their tourism experiences. These findings highlight the need for tailored conservation strategies, such as environmental education for residents and experiential learning opportunities for tourists. This study provides insights into the mechanisms driving coastal conservation behaviours and offers practical guidance for promoting sustainable coastal tourism.