Vol. 13 No. 3 (2025): Business & Management Studies: An International Journal
Articles

The mediating role of perceived behavioural control in the relationship of behavioural beliefs between tourists' willingness to pay: A study on tourists visiting Manavgat

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  • Erkan Kadir Şimşek
Erkan Kadir Şimşek
Lect. Dr., Akdeniz University, Antalya, Turkiye

Published 2025-09-25

Keywords

  • Behavioural Beliefs, Tourists' Willingness to Pay, Perceived Behavioural Control, Mediating Role
  • Davranışsal İnançlar, Turistlerin Ödeme İstekliliği, Algılanan Davranışsal Kontrol, Aracılık Rolü

How to Cite

The mediating role of perceived behavioural control in the relationship of behavioural beliefs between tourists’ willingness to pay: A study on tourists visiting Manavgat. (2025). Business & Management Studies: An International Journal, 13(3), 1293-1306. https://doi.org/10.15295/bmij.v13i3.2519

Copyright (c) 2025 Erkan Kadir Şimşek

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The mediating role of perceived behavioural control in the relationship of behavioural beliefs between tourists’ willingness to pay: A study on tourists visiting Manavgat. (2025). Business & Management Studies: An International Journal, 13(3), 1293-1306. https://doi.org/10.15295/bmij.v13i3.2519

Abstract

This research aims to provide comprehensive data on the mediating role of perceived behavioural control in the relationship between behavioural beliefs and tourists' willingness to pay, as well as the relationships between these variables in this process. In this context, the scales were applied to guests staying in three different 5-star hotels operating in Manavgat, which accept guests from the languages in which the scales were prepared and from the countries that send the most tourists in the world, during the winter season of 2025 (January). Analyses were carried out on the remaining 397 questionnaires from the 410 questionnaires collected. The data collection tool consists of a 4-dimensional questionnaire adapted by the researcher from 2 different studies. According to the result obtained with SPSS Statistics Base v23 and PROCESS Model 4, perceived behavioural control has a mediating role between behavioural beliefs and willingness to pay. In other words, behavioural beliefs indirectly affect tourists' willingness to pay through perceived behavioural control. In addition, the study found that behavioural beliefs have a positive effect on tourists' willingness to pay. This finding suggests that tourists' willingness to pay is influenced by their positive perceptions and beliefs towards specific products and services. In addition, perceived behavioural control was found to have a significant impact on tourists' payment decisions. Behavioural beliefs were found to positively affect perceived behavioural control. Finally, perceived behavioural control was found to play an important mediating role between behavioural beliefs and willingness to pay.

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