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Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China

1
School of Management and Economics, Beijing Institute of Technology, Beijing 100091, China
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School of Business, University of International Business and Economics, Beijing 100029, China
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School of Computer Science and Communication Engineering, Jiangsu University, Zhenjiang 212013, China
4
Department of Management Sciences, COMSATS University Islamabad, Sahiwal 57000, Pakistan
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(8), 3248; https://doi.org/10.3390/su12083248
Received: 8 March 2020 / Revised: 1 April 2020 / Accepted: 10 April 2020 / Published: 16 April 2020
Background: Cross-cultural comparisons have remained an unexplored area in responsible tourism, and therefore, the current study aims to develop a conceptual framework and test it across cultures. The purpose of the present study was to formulate and cross-culturally confirm a research model in the context of responsible tourism. Methods: Schwartz’s personal values and theory of planned behavior are integrated into a theoretical framework in examining tourists’ revisiting intentions to ecofriendly destinations. Data were collected from experienced tourists of the United Kingdom and China and a comparison was made. Results: The findings indicate that our research model holds true for both groups; however, we observed some noteworthy differences between the two groups of samples. The findings offer suggestions to responsible tourism practitioners considering cross-cultural differences while developing tourism strategies. Conclusion: This study has some important implications for tourism marketers. Given our results, marketers should add cultural features into their marketing campaigns and devise strategies that can target a cross-cultural audience. We acknowledge research limitations and suggest future research directions to responsible tourism scholars. View Full-Text
Keywords: cross-cultural; responsible travel; ecofriendly; tourism; personal values; revisiting intention cross-cultural; responsible travel; ecofriendly; tourism; personal values; revisiting intention
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Ashraf, M.S.; Akhtar, N.; Ashraf, R.U.; Hou, F.; Junaid, M.; Kirmani, S.A.A. Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China. Sustainability 2020, 12, 3248.

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