Back to Search
Start Over
Rationality or morality? A comparative study of pro-environmental intentions of local and nonlocal visitors in nature-based destinations
- Source :
- Journal of Destination Marketing & Management. 11:130-139
- Publication Year :
- 2019
- Publisher :
- Elsevier BV, 2019.
-
Abstract
- People's pro-environmental behavior (PEB) is commonly recognized as a result of individual rationality or moral considerations. However, the compative roles of rationality and morality in fostering such behavior in the tourism/leisure context remains to be investigated. This paper uses the theory of planned behavior (TPB) and the norm-activation model (NAM) as representatives of rational and moral notions, and examines the relative strengths of the models in explaining visitors' pro-environmental intentions in nature-based destinations. An empirical study was conducted in three natural parks in Hangzhou, China. Local visitors (N = 323) and tourists (N = 231) participated in the survey. Structural equation modeling was adopted. It is found that although both the rational and the moral models could explain the participants' pro-environmental intentions, yet the NAM model was superior, especially in interpreting nonlocal tourist pro-environmental intentions. Recommendations are provided for a more holistic understanding and effective promotion of PEB in nature-based destinations.
- Subjects :
- Marketing
Strategy and Management
media_common.quotation_subject
05 social sciences
Theory of planned behavior
Rationality
Context (language use)
Destinations
Morality
Structural equation modeling
Empirical research
Tourism, Leisure and Hospitality Management
0502 economics and business
050211 marketing
Business and International Management
Psychology
Social psychology
050212 sport, leisure & tourism
Tourism
media_common
Subjects
Details
- ISSN :
- 2212571X
- Volume :
- 11
- Database :
- OpenAIRE
- Journal :
- Journal of Destination Marketing & Management
- Accession number :
- edsair.doi...........b366b0c767389deb3a0932f305054cd6