Are we ready to adopt soft mobility to visit archaeological sites? The case of France

This study explores the intention to use soft mobility when visiting archaeological sites in France. To do so, we built and tested a model based on the Theory of Planned Behavior (TPB), complemented by two additional predictors: environmental knowledge and emotional attachment to a territory. The model was validated using a survey of 760 French individuals who had previously visited archaeological sites. Results indicate that individuals' environmental knowledge and their attitude towards soft mobility are the most impactful factors. Perceived behavioural control also has a significant impact, whereas descriptive norms do not significantly influence behaviour. This study highlights the importance of raising visitor awareness about the benefits of soft mobility and facilitating access to suitable infrastructures and services. These findings provide practical applications for sustainable tourism management, contributing to the preservation of archaeological sites.