Hard-Adventure Tourism Participation in Goa: Extending the Theory of Planned Behaviour with the Moderating Role of Past Experience

Abstract

Physically challenging and risk-oriented experiences offer destinations opportunities to diversify tourism and attract adventure seekers. However, understanding how tourists translate behavioural intentions into hard-adventure participation remains essential. Drawing on the Theory of Planned Behaviour, this research examines the influence of attitude, subjective norms, and perceived behavioural control on behavioural intention and the moderating role of past experience in the relationship between intention and participation.

A quantitative, cross-sectional survey of 392 domestic tourists in Goa employed non-probability self-selection sampling. Data were analysed using partial least squares structural equation modelling and importance–performance map analysis. Hard-adventure activities included rock climbing, bouldering, paragliding, hang-gliding, bungee jumping, off-road biking, and surfing.

The findings indicate that attitude, subjective norms, and perceived behavioural control positively influence behavioural intention, which positively predicts hard-adventure participation. Past experience strengthens the intention–participation relationship. The model explains 32% of the variance in intention and 27% in participation. Importance–performance analysis identifies attitude and past experience as priorities for improvement.

The research extends planned behaviour theory by incorporating past experience as a moderator. Findings suggest that adventure operators, destination marketers, and tourism authorities should promote favourable attitudes, rewarding experiences, training, and credible safety communication. Cross-sectional data and self-selection sampling limit causal inference and generalisation.