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Abstract

Especially rural areas in Post-Soviet countries are struggling at the poverty line. Additional income sources are essential. In the case of two remote rural regions in the Greater and Lesser Caucasus, one such source is the tourism sector. A structural equation model is applied to assess which influential factors determine the intention of private households to enhance activities in the tourism sector. The Theory of Planned Behavior (AJZEN, 1991) serves as the framework for the analysis. The strongest influence is exerted by subjective norm, followed by perceived behavioral control while attitude fails to have a significant effect on intention. An analysis of the underlying beliefs that guide the formation of the constructs shows that the family has the strongest influence on subjective norm, suggesting the importance of interventions that target not only the individual, but also the social aggregate. Furthermore the model indicates that bank loans can foster the perceived ability of enhancing touristic activities while personal illness is perceived as a significant threat to the behavior.

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