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PRO-POVERTY TOURISM: CAUSAL AND STATISTICAL ANALYSIS IN THE EMERGING ECUADORIAN CONTEXT

Abstract:

This study aims to develop a causal model that explains the determinants influencing tourists’ intention to engage in Pro-Poor Tourism (PPT) in the province of El Oro, Ecuador. The conceptual framework is based on the Theory of Planned Behavior (TPB), incorporating core constructs—attitude toward the behavior, subjective norms, and perceived behavioral control—while extending the model with the variable personal agency to enhance explana-tory power. Data were collected from 500 potential and actual tourists using a structured questionnaire. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that the proposed constructs account for 62.6% of the variance in the intention to participate in PPT. All paths were statistically significant, confirming the theoretical model’s robustness. The findings contribute to behavioral tourism research by validating an extended TPB framework and offer practical implications for designing inclusive tourism policies in emerging destinations.