Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism
Abstract
:1. Introduction
2. Literature Review and Hypotheses Development
2.1. Theory of Planned Behavior (TPB)
Effects of the TPB Constructs on TPEBI
2.2. Extending TPB with the Self-Congruity Theory
Effects of the Self-Congruity Theory Constructs on TPEBI
3. Method
3.1. Measurement
3.2. Pretest of Measurements
3.3. Data Collection
3.4. Statistics Analysis Method
4. Results
4.1. Common Method Bias Analysis
4.2. Measurement Model Analysis
4.3. Structural Model Analysis
4.4. Mediating Effect Test
4.5. Explanatory Capacity of the Conceptual Framework
4.6. Cross-Validation Analysis
5. Conclusions, Contributions and Implications
5.1. Conclusions
5.2. Theoretical Contributions
5.3. Managerial Implications
6. Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Construct | Item | Source |
---|---|---|
Attitudes toward the behavior (ATT) | ATT1 I think conserving X/Y’s environment is a wise behavior. | [77] |
ATT2 I think conserving X/Y’s environment is a valuable behavior. | ||
ATT3 I think conserving X/Y’s environment is a necessary behavior. | ||
ATT4 I think conserving X/Y’s environment is a beneficial behavior. | ||
Subjective norms (SN) | SN1 Most people who are important to me think I should conserve X/Y’s environment. | [77,78] |
SN2 Most people who are important to me support my conserving X/Y’s environment. | ||
SN3 Most people who are important to me recommend that I conserve X/Y’s environment. | ||
SN4 Most people who are important to me agree with me to conserve X/Y’s environment. | ||
Perceived behavioral control (PBC) | PBC1 I am capable of conserving X/Y’s environment. | [79] |
PBC2 Whether or not I conserve X/Y’s environment is up to me. | ||
PBC3 I have enough resources, time and opportunities to conserve X/Y’s environment. | ||
PBC4 I am confident that if I want, I can conserve X/Y’s environment. | ||
Self-congruity (SC) | SC1 The typical tourists to X/Y are similar to me. | [80] |
SC2 The typical tourists to X/Y are very much the kind of persons I like to be. | ||
SC3 The typical tourists to X/Y are consistent with how I like to see myself. | ||
SC4 The typical tourists to X/Y reflect the type of person who I am. | ||
Functional congruity (FC) | FC1 X/Y has most of the functions (food, accommodation, transportation, travel, consumption, recreation) I desire from a destination. | [81] |
FC2 X/Y performs well on the functional attributes (food, accommodation, transportation, travel, consumption, recreation) I value the most. | ||
FC3 The functional value (food, accommodation, transportation, travel, consumption, recreation) provided by X/Y is consistent with what I expected from a destination. | ||
FC4 X/Y meets all my functional needs (food, accommodation, transportation, travel, consumption, recreation) for staying at a destination. | ||
Tourists’ pro-environmental behavioral intentions (TPEBI) | TPEBI1 I intend to conserve X/Y’s environment. | [79] |
TPEBI2 I will make an effort to conserve X/Y’s environment. | ||
TPEBI3 I am willing to conserve X/Y’s environment. | ||
TPEBI4 I am planning to conserve X/Y’s environment. |
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Construct | Item | Source |
---|---|---|
Attitudes toward the behavior (ATT) | ATT1 | [77] |
ATT2 | ||
ATT3 | ||
ATT4 | ||
Subjective norms (SN) | SN1 | [77,78] |
SN2 | ||
SN3 | ||
SN4 | ||
Perceived behavioral control (PBC) | PBC1 | [79] |
PBC2 | ||
PBC3 | ||
PBC4 | ||
Self-congruity (SC) | SC1 | [80] |
SC2 | ||
SC3 | ||
SC4 | ||
Functional congruity (FC) | FC1 | [81] |
FC2 | ||
FC3 | ||
FC4 | ||
Tourists’ pro-environmental behavioral intentions (TPEBI) | TPEBI1 | [79] |
TPEBI2 | ||
TPEBI3 | ||
TPEBI4 |
Construct | Case1 West Lake | Case2 Qiaoxi Historic Cultural District | ||||||
---|---|---|---|---|---|---|---|---|
Loading | t-Value | CR | AVE | Loading | t-Value | CR | AVE | |
ATT | 0.866 | 0.618 | 0.878 | 0.644 | ||||
ATT1 | 0.805 | 13.686 | 0.765 | 13.995 | ||||
ATT2 | 0.852 | 14.294 | 0.854 | 15.62 | ||||
ATT3 | 0.766 | 13.089 | 0.835 | 15.308 | ||||
ATT4 | 0.716 | - | 0.752 | - | ||||
SN | 0.920 | 0.743 | 0.927 | 0.760 | ||||
SN1 | 0.883 | 19.532 | 0.851 | 21.068 | ||||
SN2 | 0.918 | 20.574 | 0.918 | 24.224 | ||||
SN3 | 0.831 | 17.887 | 0.841 | 20.604 | ||||
SN4 | 0.812 | - | 0.874 | - | ||||
PBC | 0.838 | 0.564 | 0.856 | 0.597 | ||||
PBC1 | 0.782 | 13.101 | 0.777 | 14.442 | ||||
PBC2 | 0.783 | 13.111 | 0.772 | 14.349 | ||||
PBC3 | 0.700 | 11.878 | 0.748 | 13.879 | ||||
PBC4 | 0.737 | - | 0.794 | - | ||||
SC | 0.877 | 0.641 | 0.898 | 0.688 | ||||
SC1 | 0.781 | 14.295 | 0.785 | 15.975 | ||||
SC2 | 0.827 | 15.147 | 0.874 | 18.264 | ||||
SC3 | 0.830 | 15.206 | 0.847 | 17.617 | ||||
SC4 | 0.761 | - | 0.808 | - | ||||
FC | 0.882 | 0.653 | 0.898 | 0.689 | ||||
FC1 | 0.665 | 13.315 | 0.728 | 15.454 | ||||
FC2 | 0.819 | 17.703 | 0.826 | 18.64 | ||||
FC3 | 0.888 | 19.505 | 0.905 | 21.159 | ||||
FC4 | 0.843 | - | 0.851 | - | ||||
TPEBI | 0.886 | 0.660 | 0.872 | 0.632 | ||||
TPEBI1 | 0.829 | 14.618 | 0.823 | 13.163 | ||||
TPEBI2 | 0.841 | 14.808 | 0.842 | 13.386 | ||||
TPEBI3 | 0.849 | 14.948 | 0.828 | 13.218 | ||||
TPEBI4 | 0.724 | - | 0.674 | - |
Construct | Case1 West Lake | Case2 Qiaoxi Historic Cultural District | ||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|
ATT | SN | PBC | SC | FC | TPEBI | ATT | SN | PBC | SC | FC | TPEBI | |
ATT | [0.786] | [0.802] | ||||||||||
SN | 0.449 | [0.862] | 0.390 | [0.872] | ||||||||
PBC | 0.304 | 0.396 | [0.751] | 0.303 | 0.335 | [0.773] | ||||||
SC | 0.165 | 0.253 | 0.294 | [0.801] | 0.185 | 0.228 | 0.306 | [0.829] | ||||
FC | 0.227 | 0.331 | 0.255 | 0.230 | [0.808] | 0.321 | 0.287 | 0.179 | 0.297 | [0.830] | ||
TPEBI | 0.418 | 0.492 | 0.435 | 0.356 | 0.353 | [0.812] | 0.411 | 0.443 | 0.401 | 0.329 | 0.322 | [0.795] |
Hypotheses | Path | Case1 West Lake | Case2 Qiaoxi Historic Cultural District | ||||
---|---|---|---|---|---|---|---|
Standardized Coefficient | t-Value | Results | Standardized Coefficient | t-Value | Results | ||
H1 | ATT→TPEBI | 0.195 | 3.186 ** | Supported | 0.198 | 3.253 ** | Supported |
H2 | SN→TPEBI | 0.243 | 3.867 *** | Supported | 0.238 | 3.922 *** | Supported |
H3 | PBC→TPEBI | 0.199 | 3.207 ** | Supported | 0.201 | 3.237 ** | Supported |
H4 | SC→TPEBI | 0.174 | 3.009 ** | Supported | 0.144 | 2.424 * | Supported |
H5 | FC→TPEBI | 0.151 | 2.843 ** | Supported | 0.121 | 2.21 * | Supported |
H6 | SC→FC | 0.244 | 3.999 *** | Supported | 0.305 | 5.155 *** | Supported |
Mediating Hypothesized Path | Case1 West Lake | Case2 Qiaoxi Historic Cultural District | ||||||||
---|---|---|---|---|---|---|---|---|---|---|
Indirect Effects | Lower | Upper | p-Value | Results | Indirect Effects | Lower | Upper | p-Value | Results | |
H7: SC→FC→TPEBI | 0.037 | 0.011 | 0.075 | 0.005 | Supported | 0.037 | 0.006 | 0.082 | 0.022 | Supported |
Model Category | Case1 West Lake | Case2 Qiaoxi Historic Cultural District |
---|---|---|
R2: TPEBI | R2: TPEBI | |
M0: TPB | 0.344 | 0.311 |
M1: SC + FC | 0.204 | 0.164 |
M2: M0 + M1 | 0.373 | 0.332 |
Model | χ2/df | RMR | RMSEA | GFI | NFI | IFI | TLI | CFI |
---|---|---|---|---|---|---|---|---|
Unconstrained | 1.648 | 0.032 | 0.031 | 0.915 | 0.924 | 0.969 | 0.964 | 0.968 |
Measurement weights | 1.619 | 0.032 | 0.030 | 0.913 | 0.923 | 0.969 | 0.965 | 0.969 |
Structural weights | 1.605 | 0.032 | 0.030 | 0.913 | 0.922 | 0.969 | 0.966 | 0.969 |
Structural covariances | 1.584 | 0.033 | 0.029 | 0.912 | 0.922 | 0.970 | 0.967 | 0.970 |
Structural residuals | 1.579 | 0.033 | 0.029 | 0.912 | 0.922 | 0.970 | 0.968 | 0.970 |
Measurement residuals | 1.559 | 0.033 | 0.029 | 0.909 | 0.919 | 0.969 | 0.969 | 0.969 |
Model | DF | χ2 | P | NFI Delta-1 | IFI Delta-2 | RFI Rho-1 | TLI Rho-2 |
---|---|---|---|---|---|---|---|
Measurement weights | 18 | 15.462 | 0.630 | 0.001 | 0.002 | −0.002 | −0.002 |
Structural weights | 24 | 18.098 | 0.798 | 0.002 | 0.002 | −0.002 | −0.002 |
Structural covariances | 34 | 23.337 | 0.916 | 0.002 | 0.002 | −0.003 | −0.004 |
Structural residuals | 36 | 24.203 | 0.933 | 0.002 | 0.002 | −0.004 | −0.004 |
Measurement residuals | 60 | 50.974 | 0.790 | 0.005 | 0.005 | −0.005 | −0.005 |
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Rao, X.; Qiu, H.; Morrison, A.M.; Wei, W. Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism. Land 2022, 11, 2069. https://doi.org/10.3390/land11112069
Rao X, Qiu H, Morrison AM, Wei W. Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism. Land. 2022; 11(11):2069. https://doi.org/10.3390/land11112069
Chicago/Turabian StyleRao, Xiaojuan, Hongliang Qiu, Alastair M. Morrison, and Wei Wei. 2022. "Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists’ Pro-Environmental Behavioral Intentions: A Two-Case Study of Heritage Tourism" Land 11, no. 11: 2069. https://doi.org/10.3390/land11112069