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Keywords: Theory of planned behaviour
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Journal Articles
Journal:
South Asian Journal of Marketing
South Asian Journal of Marketing 1–16.
Published: 21 July 2026
...Ishani Tanuja; Minusha Weerakkody Purpose The present study aims to investigate the role of psychological factors on ecological protection behavioural engagement of tourists visiting Intangible Cultural Heritage (ICH) sites in Sri Lanka aligns with the theory of planned behaviour (TPB...
