Search Results (337)

This study examines the determinants of environmentally responsible behavior among tourists in the heritage villages of Paveh County, Iran, through an integrated theoretical framework that synthesizes place-related psychological constructs with the Theory of Planned Behavior (TPB). Employing structural equation modeling on data collected from 443 tourists across three heritage villages (July–November 2024), the investigation tested comparative theoretical models with differing explanatory capacities. The baseline TPB model confirmed significant positive effects of environmental attitudes (β = 0.388), environmental norms (β = 0.398), and perceived behavioral control (β = 0.547) on behavioral intentions, which subsequently influenced environmental behavior (β = 0.561). The extended model incorporating place-related variables demonstrated enhanced explanatory power, with the R² values increasing from 48.2% to 52.7% for behavioral intentions and from 49.2% to 54.7% for actual behavior. Notably, place identity exhibited dual psychological functions: moderating the intention–behavior relationship (β = 0.155) and mediating between place attachment and environmental behavior (β = 0.163). These findings advance sustainable tourism theory by illuminating the complex pathways through which place-based psychological connections influence environmental behavior formation in heritage contexts, suggesting that more sophisticated theoretical frameworks are required for understanding and promoting sustainable practices in culturally significant destinations. Full article

The purpose of this study is to reveal the characteristics of wine tourists by determining their demographic and psychographic profiles, the effects of their travel motivations and lifestyles on their attitudes towards wine tourism, and the relationships between their demographic characteristics and attitudes. Based on a quantitative approach, study data were collected using a questionnaire. The sample consists of tourists who had visited a winery or participated in the vintage in a wine destination. Wine tourists’ principal motivations were pull factors and wine-related motivations. Their attitudes towards wine consumption had higher mean values than attitudes towards info-seeking, meaning that wine tourists preferred to taste wine and shop from wineries more than learn about wine. Regarding lifestyles, they were mostly innovators and experiencers. For destinations like Türkiye, wine tourism is a significant economic and sociocultural development tool. It is the first study to identify the wine tourists’ profile based on VALS-2, thereby providing a different perspective for the literature. Full article

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

The research herein presented aims to analyze the impacts of gentrification in a medium-sized Mallorca municipality because of the tourism accommodation changes. Using the available data from national and regional official sources, qualitative research is undertaken. The main findings show how gentrification has exacerbated issues such as rising real estate prices and the loss of houses, which are nowadays devoted to tourist rentals or boutique hotels, thus not available for the local population. Another effect is a displacement of young local residents from Sóller towards other island municipalities and, finally, the presence of conflicts over the use of public spaces. Even if the local authorities already implement some measures, it is concluded that more measures should be included in order to avoid the increase in “tourismphobia” attitudes related to the gentrification process and the public space occupation. Full article

This study examines how Chinese tourists perceive the value of sustainable practices implemented in five-star hotels in Phuket, Thailand, through the lens of the perceived value theory and the service experience framework. While luxury hotels increasingly adopt green initiatives, research exploring how tourists evaluate these efforts across the full guest journey is limited. Addressing this gap, this study aimed to examine how attitudinally distinct tourist segments perceive sustainable practices across three service stages: pre-consumption, consumption, and post-consumption. A cross-sectional survey of 400 Chinese tourists was conducted, applying k-means clustering to segment respondents by sustainability attitudes, followed by multi-group structural equation modeling. Two segments emerged: environmentally engaged travelers and conventional comfort travelers. The results indicate that the emotional value dominates during the stay, the functional value drives pre-stay decisions, and the ethical/social value shapes post-stay reflections. Environmentally engaged tourists were more responsive to ethical and social cues. The findings highlight sustainability as a multidimensional, stage-specific construct moderated by guest attitudes. Theoretically, this research extends perceived value frameworks by mapping sustainability perceptions across the guest journey. Practically, it offers actionable insights for hotel managers seeking to design value-aligned green strategies and segmented communication. Tailoring sustainability initiatives to tourist profiles can enhance satisfaction, loyalty, and advocacy in the luxury hospitality sector. Full article

Natural disasters such as hurricanes, earthquakes, or tsunamis can significantly affect the image of tourist destinations and the intention to visit them. However, research on the effects of natural disasters and their impact in destinations in Mexico is an under-researched topic. Moreover, attitudes and behaviors of solidarity are important for recovery of destinations after natural disasters. Therefore, the aim of this study was to examine how people’s perceived risk and solidarity attitudes affect the image and intention to visit destinations after natural disasters in the country. Through a structured questionnaire (n = 228), the risk perception, solidarity attitudes, destination image, and intention to visit were measured to assess interest in visiting the emblematic destination of Acapulco, Mexico, which was devastated by Hurricane Otis (category 5) in October 2023. The results show that risk perception does not affect destination image and solidarity attitudes, but it does affect the intention to visit the destination (β = −0.120). The main findings of this study establish the strong influence of solidarity attitudes on the image (β = 0.611) of the destination and the intention to visit (β = 0.581). The results state that destination image had a mediating effect (β = 0.240) on solidarity attitudes and intention to visit post-disaster destinations. Therefore, destination image has a fundamental effect on the formation of attitudes of solidarity for the recovery of destinations after a natural disaster. Solidarity attitudes are of great importance for the destination’s recovery after natural disasters. It is important to prioritize marketing campaigns that recognize these actions of solidarity, on the part of destination management organizations (DMOs) and local governments. Full article

In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism. Full article

Scarce research on inbound tourism has focused on local residents’ attitudes toward inbound tourism, especially since the COVID-19 pandemic. This study combines social identity theory and emotional solidarity theory to explore Chinese residents’ attitudes toward inbound tourism. In particular, we explore two types of social identities (cultural and environmental identities, termed “humanistic environmental identity” in this study) and three factors of local residents’ emotional solidarity (welcoming nature, emotional closeness, and sympathetic understanding toward inbound tourists). Based on a survey of 310 local residents in Yangzhou, China, this study finds that local residents’ humanistic environmental identity significantly affects their emotional solidarity with inbound tourists, which significantly influences their acceptance of inbound tourism; this, in turn, increases their support for inbound tourism. Meanwhile, local residents’ humanistic environmental identity has an indirect effect on their support for inbound tourism through their welcoming nature, emotional closeness, sympathetic understanding, and acceptance of inbound tourism. In addition, local residents’ xenophobia significantly moderates the relationships between humanistic environmental identity and emotional closeness, between humanistic environmental identity and sympathetic understanding, and between emotional closeness and local residents’ acceptance of inbound tourism. This study extends research on factors affecting inbound tourism from the perspectives of local residents. Full article

With the increasing amount of attention paid to sustainable tourism, balancing tourism growth with ecosystem conservation has become critical. As one of the most concentrated forms of tourism, island tourism is subject to distinct ecological pressures, making the study of tourists’ environmentally responsible behavior (TERB) both urgent and necessary. However, research on TERB in island tourism remains limited. In this study, we investigated Jeju Island as a case study and, based on 575 valid responses, integrated the value–identity–personal norm (VIP), value–attitude–behavior (VAB), theory of planned behavior (TPB), and complexity theory models to explore the formation pathways of TERB systematically. Structural equation modeling (SEM) confirmed that the core components of the VIP, VAB, and TPB models positively influence the development of TERB, while nationality emerged as a significant moderator. Fuzzy-set qualitative comparative analysis (fsQCA) further revealed six causal configurations, highlighting the diverse and non-linear TERB pathways. These findings will serve as significant theoretical insights into TERB and provide practical strategies for utilizing ecotourism as a tool for sustainable island tourism development. Full article

Economic transformations in emerging countries have resulted in an increase in the volume of international travellers from diverse geographical regions. In the tourism sector, service providers must possess cultural competencies that foster a flexible and appropriate attitude, which in turn affects the perception of service. The present study aims to shed light on the motivational factors and cultural behaviours that influence intercultural empathy among staff working in the tourism sector in Quintana Roo. To this end, a comprehensive literature review has been conducted, during which the variables have been validated, and a quantitative study has been undertaken, employing multivariate analysis through a Multiple Correspondence Analysis and inferential statistics with an Ordinal Logistic Regression. The findings of this study demonstrate a positive correlation between motivation and cultural behaviour, which is contingent on experience and age, and its impact on empathy in understanding and meeting the diverse needs of tourists. Cultural motivation is defined as the interest in learning and interacting in multicultural situations, and its impact on behaviour is reflected in appropriate personal management for effective cultural interactions. The probabilities estimated by ordinal logistic regression models of consistently or predominantly exhibiting intercultural empathy increase with age and experience for the most significant variables obtained by the Multiple Correspondence Analysis. Full article

This study aims to explore the factors influencing word-of-mouth (WOM) intentions among cultural tourists in Thailand’s southern border provinces. This study develops a comprehensive framework predicting WOM intentions by combining the Stimulus–Organism–Response (S-O-R) model, the theory of planned behavior (TPB), and the cognitive–affective–conative (CAC) model, given the critical role of WOM in tourism marketing. Data were collected from 386 cultural tourists through purposive sampling using a self-administered questionnaire. The study employs structural equation modeling (PLS-SEM) to investigate relationships between trust, attitude, satisfaction, and WOM intentions. The findings reveal that trust, satisfaction, and attitude significantly impact WOM intentions. Social influence strongly predicts trust, while the perceived quality of behavior influences attitude. Satisfaction is driven by perceived value, the quality of the experience, the quality of the physical environment, and tourist engagement. This study contributes to cultural tourism literature by integrating different behavioral theories to provide a robust WOM model. This study’s theoretical contributions and practical implications for scholars, policymakers, tourism marketers, and cultural site operators will be further discussed. Full article

Vietnam’s tourism sector has experienced rapid expansion, yielding significant economic gains, but also escalating environmental and socio-cultural challenges. This necessitates a shift toward sustainable tourism practices. This study develops and tests an integrative model combining the Theory of Planned Behavior (TPB) and Value–Belief–Norm (VBN) theory to investigate the Sustainable Consumption Behavior (SCB) of domestic travelers in Vietnam. Grounded in the country’s collectivist culture—characterized by a strong emphasis on communal values and social harmony—the research examines how rational decision-making and normative pressures jointly drive eco-friendly travel behaviors. Data were collected from 549 Vietnamese tourists through stratified sampling across three major regions, and were analyzed through a robust multi-step methodology, including Exploratory Factor Analysis, Confirmatory Factor Analysis, and structural equation modeling (SEM), supplemented by regression analysis. The SEM results indicate that the proposed model accounts for 60.8% of the variance in SCB, underscoring its explanatory power. Within the TPB framework, Attitude, Subjective Norms, and Perceived Behavioral Control significantly predict Behavioral Intention, which, in turn, mediates their influence on SCB. In the VBN component, Environmental Awareness shapes Altruistic and Biospheric Values, fostering the New Environmental Paradigm and activating Personal Norms, which exert a direct effect on SCB. This direct influence of Personal Norms, bypassing Behavioral Intention, highlights the role of implicit moral obligations in Vietnam’s collectivist cultural context and challenges Western-centric behavioral models. Beyond these frameworks, Destination Attributes and Consumer Innovativeness emerge as critical direct predictors of SCB, with Destination Attributes showing the strongest effect. Mediation analyses confirm Behavioral Intention’s central role, while moderation tests reveal that gender and travel experience modulate TPB-based relationships, suggesting the value of targeted interventions. Theoretically, this study advances TPB–VBN integration by applying it to a collectivist setting, revealing how cultural norms amplify normative influences on sustainable behavior. Practically, it advocates for strategies such as community-driven initiatives leveraging Personal Norms, educational campaigns to enhance Perceived Behavioral Control, and sustainable destination management initiatives in locations like Da Nang and Ha Long Bay. While the cross-sectional design limits causal claims, the findings provide a foundation for future longitudinal studies and cross-cultural comparisons, particularly in other collectivist societies, potentially incorporating digital engagement and policy incentives as novel factors. Full article

In order to achieve environmental sustainability within the tourism industry, it is vital to understand the components that encourage sports tourists to behave in an environmentally friendly way. However, the approach by which environmental aspects affect sports tourists’ behavior is not well studied, particularly the mediating role of sports tourists’ attitudes toward sustainable practices. Employing the norm activation model (NAM), this study addressed how environmental consciousness, environmental values, and environmental knowledge influence sports tourists’ attitudes toward sustainable practices and how sports tourists’ attitudes toward sustainable practices mediate these relationships in promoting sports tourists’ environmentally sustainable behavior. The data were gathered from 302 participants utilizing purposive sampling and analyzed by employing structural equation modeling (SEM). This study’s results revealed a positive association between environmental values, environmental knowledge, and sports tourists’ attitudes toward sustainable practices. Interestingly, the relationship between environmental consciousness and sports tourists’ attitudes toward sustainable practices was found to be insignificant. In addition, the relationship between environmental consciousness, environmental values, environmental knowledge, and sports tourists’ environmentally sustainable behavior was mediated by sports tourists’ attitudes toward sustainable practices. This mediating effect underlines the role of sports tourists’ attitudes toward sustainable practices in translating environmental values and environmental knowledge into actual behavior; hence, the development of positive attitudes toward sustainability is important for encouraging eco-friendly behaviors among sports tourists. These findings provide theoretical and practical insights for tourism practitioners in formulating strategies that would encourage environmental responsibility in the sports tourism industry. Full article

With increasing wind energy infrastructure developments, better understanding of its impacts on tourism is needed. This study examines international visitors’ attitudes toward wind farms in Iceland and investigates how locational factors affect their compatibility with tourism. Based on a survey answered by 1005 departing visitors, this study reveals that 92% are concerned about climate change. However, a lower proportion, 76%, support the use of wind energy in Iceland. Central European visitors are the most likely to be negatively affected by wind energy development, while Asian visitors showed the greatest interest in visiting a wind farm in Iceland. Among visitors from the leading countries of origin, French tourists were the most negative toward wind energy development in Iceland. Wind farms were perceived as most suitable in industrial, offshore, and agricultural areas, whereas their suitability was considered lowest in national parks and other protected natural areas and cultural heritage areas. Positive attitudes toward the use of wind energy positively affected the perceived suitability of wind farms in all of the discussed areas, while a lower perceived compatibility of wind farms with the tourist experience had a negative effect. The study highlights the importance of careful spatial planning and participatory approaches to improve compatibility between tourism and harnessing wind energy. Full article

Forestry heritage tourism can spread the ecological concept of harmonious coexistence between humans and nature, and it is a nature-based solution to climate change. However, how tourists are guided to form an emotional identity and how their attention to climate change issues can be stimulated continuously remain unclear. Therefore, in this study, we selected the Wuyi Mountain Forestry Heritage Site as our study site and employed PLS-SEM to analyze the responses of 384 tourists, thereby examining the underlying mechanism linking their perceptions of climate change to carbon offset behaviors within forestry heritage sites. The results showed the following: Perceptions of climate change had a positive and significant impact on carbon offset behavior (β = 0.310, p < 0.001), ecological identity had a positive and significant impact on carbon offset behavior (β = 0.375, p < 0.001), and the sense of environmental responsibility had a positive and significant impact on carbon offset behavior (β = 0.226, p < 0.01). At the same time, ecological identity and environmental responsibility play an intermediary role, and the impact of climate change perception on the carbon offset behavior of tourists at forestry heritage sites is moderated by tourists’ health attitudes. In addition, gender, age, and educational background have an impact on the process of carbon-offsetting behavior development at forestry heritage sites. This research further clarifies the internal logic of tourists’ carbon offset behavior in the context of heritage tourism, helps to enrich the theoretical system of Nbs and heritage tourism research, and provides a feasible reference for the realization of the SDGs. Full article