Search Results (30)

Although the rise of Virtual Reality (VR) technology has brought new opportunities to tourism experiences and marketing, limited research has explored how VR technology affects tourists’ pro-sustainable behaviors in heritage tourism research. To address this research gap, this study constructs a theoretical model by integrating the technology acceptance model (TAM) framework to explore the relationship among perceived ease of use (PEU), perceived usefulness (PUS), awe, attitude, and pro-sustainable behavior of tourists. Through the analysis of 304 valid questionnaires, this study found that in the heritage tourism experience presented by VR, PEU and PUS positively influence awe and attitude. Furthermore, awe positively affects attitude and pro-sustainable behaviors. However, PUS has no effect on tourists’ pro-sustainable behaviors. This study expands the theoretical framework of TAM and the related research on awe in heritage tourism presented by VR, providing valuable practical insights for heritage managers in the adoption of immersive technology. Full article

This study, grounded in the Value-Belief-Norm (VBN) theory, examines how tourism sustainability influences pro-environmental tourist behavior through the mediating roles of environmental knowledge and eco-destination image and the moderating role of biospheric value. Data were collected from 396 tourists visiting major destinations in Northern Cyprus via an online survey. Structural Equation Modeling (SEM) was employed to assess direct, mediating, and moderating effects. The findings reveal that tourism sustainability positively influences social engagement propensity, with both environmental knowledge and eco-destination image acting as significant mediators. Moreover, biospheric values were found to enhance the relationship between tourism sustainability and both mediators, although no moderating effect was observed between tourism sustainability and social engagement propensity. This study extends the application of the VBN theory in the tourism context by framing social engagement as a norm-driven outcome. It provides valuable insights for destination managers aiming to promote sustainable behaviors in emerging eco-tourism settings. This study is limited by its cross-sectional design and single-destination focus. Future research could explore diverse cultural settings and adopt longitudinal approaches to validate and expand upon these findings. Full article

This study examines the influence of environmental concerns on water conservation behaviors among Gen Z tourists in Iranian desert regions by extending the Norm Activation Theory (NAT). Adopting a quantitative approach, data were collected through a structured questionnaire from 330 Gen Z tourists (born between 1997 and 2012) who visited four Iranian desert villages (Qale Bala, Mesr, Abyaneh, and Rezaabad) between April and July 2023. Using systematic sampling, every fifth Gen Z tourist was selected. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that environmental concerns, situational responsibility, and personal norms positively impact water conservation behaviors, while denial of responsibility negatively affects them. Personal norms positively influence pride and guilt emotions, which in turn promote water conservation behaviors. The extended model, incorporating environmental concerns, demonstrated improved explanatory power over the original NAT. This research contributes to sustainable tourism literature by integrating environmental concerns and moral emotions into the NAT framework, offering insights into psychological mechanisms driving pro-environmental behaviors among Gen Z tourists in desert environments. Full article

Human activities significantly contribute to the biodiversity crisis, yet wildlife tourism can promote appreciation for animals and encourage conservation. This study assessed the impact of diving and snorkeling programs at Atlantis Dubai on tourists’ emotional connections with marine life and their conservation attitudes and pro-environmental behavioral intentions. In 2023 and 2024, 346 participants were surveyed before (n = 172) and after (n = 174) their experiences diving and snorkeling with elasmobranchs. Results indicated a notable increase in positive feelings toward sharks and rays, strengthening connections and respect for these creatures. The program positively influenced attitude toward sharks, making participants more inclined to support their protection and foster a deeper connection with the ocean. Although participants’ willingness to recycle improved, overall conservation attitudes and willingness to engage in broader pro-environmental behaviors showed minor change. However, the heightened positive emotions towards sharks resulted in improved perceptions of these animals, stronger conservation attitudes, and a commitment to environmental sustainability. A deeper connection with the ocean reduced fear of sharks. This research suggests that wildlife tourism can facilitate emotional connections with marine life, potentially inspiring conservation action and highlighting the need for targeted strategies to transform these emotional bonds into lasting pro-environmental behaviors. Full article

Tourists’ pro-environmental behavior (TPEB) is crucial in promoting the sustainable development of tourism worldwide. It has received increased attention from scholars in different fields of tourism, but relevant research on the normative activation and formation process of TPEB in geotourism is lacking. Given the complexity of behavioral causes and norm activation, this study is grounded in multiple theories, including the norm activation model (NAM), behavioral reasoning theory (BRT), and complexity theory, to illustrate the formation process of TPEB in geotourism. The Zhangye National Geopark, which is located in Gansu Province, China, was chosen as the research case for this study. In total, 502 valid survey responses were utilized for data analysis using partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). The PLS-SEM results showed that tourist intention for pro-environmental behaviors is linearly affected by moral norms, attitude, social norms, and perceived behavioral control, which are the key components in the NAM and BRT. The fsQCA results identified six causal recipes components that influence the formation of intention for pro-environmental behaviors, confirming the causal complexity principle of complexity theory. Among these, environmental awareness, anticipated emotion of pride, moral norms, attitude, and social norms are considered core variables. These research findings provide significant management guidance and strategies for the environmental protection of geoparks and the sustainable development of geotourism. Full article

As rational economic beings, economic gains in behavior influence consumers. Consequently, rewards influence consumer behavior, which leads to altruism and warm traits. This motivates consumers to enhance their willingness to behave in a pro-social way. Previous studies demonstrate that rewards can positively influence the environmentally conscious consumption behavior of consumers. However, their impact on the willingness of tourists to adopt low-carbon behavior is overlooked. Promoting low-carbon behavior, incentive services are becoming increasingly prevalent in tourism. Encouraging tourists to start behaving in a low-carbon way is of particular importance for sustainable tourism. Authors have combined rewards and the low-carbon behavioral intentions of tourists based on stimulus–organism–response theory to explore the positive emotions of tourists triggered by rewards. This theory posits that positive emotions will further boost tourist willingness to engage in low-carbon behavior. Thus, we conducted three experiments to investigate three key areas, namely, the role of rewards in influencing tourists’ willingness to become involved in low-carbon behavior, the impact of rewards on the generation of positive emotions, and the impact of positive emotions with regard to the readiness to become involved low-carbon behaviors. The results indicate that rewards exert a positive effect on emotions, which influences the inclination to engage in environmentally friendly behavior. Additionally, the extent of environmental knowledge moderates the willingness to participate in such activities. This paper provides original insights into the factors influencing the willingness of tourists to participate in low-carbon practices and provides valuable managerial guidance for the sustainable development of tourism. Full article

As businesses and governments increasingly explore innovative strategies to promote pro-environmental behavior, autonomous vehicles (AVs) have emerged as a key initiative for fostering sustainable communities. However, the specific norms—personal, descriptive, and subjective—that influence behavioral intentions regarding AV adoption remain underexplored. This research addresses this gap by integrating the extended theory of planned behavior (TPB) with pro-environmental variables to examine both direct and indirect influences on behavioral intentions. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the proposed model was validated with data from 516 domestic Chinese tourists. The findings highlight that subjective norms and trust significantly shape positive intentions toward adopting autonomous vehicles. Furthermore, environmental knowledge and concerns exert a significant indirect impact on these intentions, underscoring the complex interplay of factors that drive pro-environmental behavior. These results provide valuable insights for policymakers and practitioners aiming to enhance the acceptance of AVs in China and offer a foundation for future research on the role of norms in technology adoption. Full article

The pro-environmental behavior of tourists is an important guarantee for the sustainable development of ecotourism scenic spots. This article is based on 806 tourist survey data from two ecotourism scenic spots, making use of exploratory factor analysis (EFA) and the structural equation model (SEM) to explore the impact of tourist experience quality on tourists’ pro-environmental behavior. The research findings indicate that (1) the quality of the tourist experience is an important factor affecting the formation of place attachment; (2) the quality of tourism experience directly and positively affects place dependence, and indirectly affects place identity through the mediating factor of place dependence; and (3) the direct impact of tourist experience quality on tourists’ pro-environmental behavior is significant, with place attachment playing a mediating role. This article provides inspiration for scenic spots to encourage tourists to engage in pro-environmental behavior. In the process of stimulating tourists to engage in pro-environmental behaviors, ecotourism scenic spots should pay more attention to the tourist experiences and emotional experiences. Scenic spots should make more efforts to improve the quality of the tourist experience, so that tourists can develop a sense of dependence on ecotourism scenic spots, gradually form self-identification with the scenic spots, and engage in environmentally friendly behavior, helping to achieve the sustainable development of ecotourism scenic spots. Full article

The harmonious coexistence of humanity and nature stands as a paramount objective in the global endeavor towards ecological civilization. By vigorously promoting eco-friendly recreational activities within World Agricultural Heritage sites, we can evoke tourists’ emotional understanding and empathy towards environmental protection. This approach presents an optimal solution to the challenges faced in realizing the ecological value of these heritage sites, thereby fostering an even deeper harmony between people and nature. For this study, the Anxi Tie Guan Yin Tea Cultural System, a site of global agricultural heritage significance, was chosen as the case study. Employing structural equation modeling (SEM) analysis, a survey was administered to 452 local tourists for empirical testing. The research reveals several key findings: (1) Tourists’ environmental concern exerts a notably positive influence on their pro-environmental behaviors; (2) both nature empathy and ecological anxiety serve as mediators in the relationship between environmental concern and tourists’ pro-environmental behaviors; (3) furthermore, nature empathy and ecological anxiety exhibit a sequential, or chain, mediation effect between environmental concern and pro-environmental behaviors; and (4) lastly, the impact of nature empathy and ecological anxiety on tourists’ pro-environmental behaviors differs according to gender. Consequently, managers of agricultural heritage sites should aim to evoke tourists’ sense of nature empathy while appropriately stimulating their ecological anxiety, thereby providing guidance for ensuring a harmonious blend of human activities and the ecological environment and ultimately fostering the sustainable development of World Agricultural Heritage sites. Full article

The aim of this research was to determine the scope of environmentally and socially responsible behavior related to tourist trips of women from Generation Z. The choice of this issue falls within the scientific discussion on the sustainable behavior of young consumers and the area of research on sustainable tourism. The presented research fills the research gap related to the sustainable behavior of young women in the context of tourist trips. This article reviews the literature justifying the choice of this research topic. The results of our own survey research were presented (a sample of 618 touristically active women from Generation Z). Quantitative and qualitative analyses of the obtained results were made. This research showed that respondents were most concerned about recreational space (not leaving garbage in the forest or on the beach, observing regulations in tourist regions and towns, and using only designated trails). They rated their behavior the lowest in terms of reduction in water consumption, use of ecological cosmetics while using water reservoirs, and choosing accommodation places where pro-ecological solutions are used. According to the respondents, the main reasons for the lack of responsible behavior are indifference and habits learned at home. The originality of the presented research results from its scope and concerns only women belonging to Generation Z. Full article

In response to the escalating significance of sustainable tourism and the growing global concern for environmental conservation, the current study sought to investigate the intricate dynamics of two pro-environmental behaviors (biodiversity protection and rational car use), personal values (altruistic, biospheric, and egoistic), farm tourists’ well-being, and environmental and activity attachment among farm tourists in the Al-Ahsa region of Saudi Arabia. Employing an online survey, our methodology involved partial least structural equation modeling to unravel the complex relationships among these variables. Based on responses retrieved from 309 farm tourists, results revealed that biodiversity protection significantly influenced altruistic values and the well-being of farm tourists. Additionally, rational automobile use exerted positive impacts on both altruistic and biospheric values. These results underscore the intricate dynamics shaping tourists’ attitudes and experiences in the Al-Ahsa region. The study contributes to the broader understanding of sustainable tourism practices, emphasizing the need for tailored interventions. The positive associations identified highlight the potential for farm tourism experiences to enhance both pro-environmental values and the well-being of tourists, thus offering valuable insights for future research and sustainable tourism initiatives. Full article

Trip cost indirectly reflects the perceived value (PV) related to a tourist destination, which can be influenced by knowledge, motivation, and behavior. This research investigated the relationship between PV and pro-environmental behavior (PEB). Moreover, the influence of environmental knowledge and motives on PEB was ascertained. Hikkaduwa National Park, Sri Lanka, was considered as a case study, and 235 visitors were interviewed for data collection. Partial Least Squares Structural Equation Modeling (PLS-SEM) was developed based on the proposed hypotheses. The average individual cost of traveling of local tourists is USD 4.7, which reflects the PV. The results revealed that motivation directly and indirectly impacts PV, and PEB positively influences PV. Environmental knowledge does not positively influence either PEB or PV. Motivating individuals to participate in environment-related activities is important for encouraging PEB and positively impacting value perception. As PEB influences PV in ecotourism areas, eco-friendly individuals will visit these areas as they value them more. Anthropogenic impacts are minimized if the visitors are environmentally friendly. Accordingly, this study highlights the desirability of promoting ecotourism and PEB for the environmental sustainability of marine habitats. The management of ecotourism destinations can develop strategies to use PEB to ensure the long-term survival of these areas. Full article

This study explores the influence of host–guest interaction on tourists’ pro-environment behavior. On the one hand, the experience attribute of host–guest interaction’s influence on tourists’ experiential value is sorted out. On the other hand, the relationship attribute of host–guest interaction’s activation effect on tourists’ personal norms is identified. Based on social exchange theory and normative activation theory, a structural equation model was established to depict the transmission mechanism from host–guest interaction to tourists’ pro-environment behavior. The data were collected from tourists in Taishan National Forest Park (n = 499). The results indicated that host–guest interaction quality activated tourists’ personal norms through consequence awareness, thus promoting tourists’ pro-environment behavior. Meanwhile, the quality of host–guest interaction positively influenced tourists’ pro-environment behavior through emotional experience value. Host–guest interaction quantity promoted tourists’ pro-environment behavior by activating personal norms through responsibility ascription. In addition, although frequent host–guest interactions can enhance the social experience and functional experience value of tourists, the latter two cannot stimulate tourists’ pro-environmental behavior. This study provides practical implications for promoting the sustainable development of national forest parks. Full article

The research presented in this article concerns the issue of rural tourism, which is associated with significant economic and landscape changes in the countryside. It is important that tourist development in these areas be subject to the principles of sustainable development, which are important for the preservation of the environment in which tourism operates. The research topic is related to two of the most salient features of rural tourism today, environmental sustainability and pro-environmental behavior, which are considered the right ways to achieve sustainability goals. The main research aim presented is to indicate which of the postulates of sustainable development are being implemented and how concerning the functioning and development of rural tourism is on the Polish tourism market. Another goal is to indicate what types of resources in the rural environment are the basis for the preparation of a tourist product; for whom and how these resources are to be used; as well as the participation of the local community in the management of the resources that constitute its own environment, one of the basic principles of sustainable development. The primary method used was a document analysis and an analysis of selected websites presenting rural environmental resources used in this form of tourism. The research identified that sustainable approaches to tourism development in rural areas in Poland are appropriate with respect to the resources available there and to both natural and cultural values. For resources used in a rural environment, emphasis is placed on the protection of both elements. It has been identified that one idea for their protection is sustainable sharing, which assumes rational use to an extent that would not affect the nature of the assets but at the same time could benefit the local community. Both values are used in different ways but, in addition to their purely recreational value, their educational value is equally important each time. Full article

There are increasing numbers of studies involving Generation Y and Generation Z, as these generations represent the present and future generations and drive the conservation of biodiversity and sustainable development of the natural environment. Environmentally responsible behavior is the key feature for diagnosing how people think and react to the environment where they are situated. This study investigates and analyzes the relevant influencing factors of nature tourists from Generation Y and Generation Z in Taiwan, Thailand and Vietnam regarding their performance of environmentally responsible behaviors and compares the differences of these factors among the three groups. The study analysis methods were regression analysis and one-way analysis of variance (ANOVA). Based on the research results, we verified three factors related to environmentally responsible behavior, pro-ecological worldview, environmental attitude and situational factors. A pro-ecological worldview will indirectly affect environmentally responsible behavior within the three groups. Situational factors directly and indirectly significantly affect environmental attitudes and environmentally responsible behavior in the three groups. In addition, these three groups have significant differences in the average recognition of pro-ecological worldview, environmental attitude, and situational factors and thus environmentally responsible behavior. The overall result reveals that the Thai group tended to have better recognition than that of the Taiwanese and Vietnamese groups. However, all the participants among the groups agreed on the importance of nature preservation and would like to support environmental protection. Full article