Travelers’ Responsible Environmental Behavior towards Sustainable Coastal Tourism: An Empirical Investigation on Social Media User-Generated Content

Mohammad Tipu Sultan, Farzana Sharmin, Alina Badulescu, Elena Stiubea and Ke Xue
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Mohammad Tipu Sultan: School of Media and Communication, Shanghai Jiao Tong University (SJTU), Shanghai 200240, China
Farzana Sharmin: School of Media and Communication, Shanghai Jiao Tong University (SJTU), Shanghai 200240, China
Elena Stiubea: Department of Economics and Business, University of Oradea, 410087 Oradea, Romania
Ke Xue: School of Media and Communication, Shanghai Jiao Tong University (SJTU), Shanghai 200240, China

Sustainability, 2020, vol. 13, issue 1, 1-19

Abstract: There has been increasing interest in coastal tourism, sparking a debate on the responsible environmental behavior of travelers visiting sustainable destinations. To mitigate this issue, destination marketing organizations (DMOs) and environmental activists are trying to develop strategic approaches (i.e., by using digital technologies) to enhance the sustainable behavior of travelers. Environmental responsiveness and its impact on sustainable destinations is gaining attention by companies, scholars, and institutions. However, the relevant literature has not addressed social media user-generated content regarding sustainable destinations. Sharing stakeholder knowledge, activities, and experience on social media could accomplish this goal. Hence, this paper aims to explore travelers′ responsible environmental behavior towards coastal tourism within the social media user-generated content paradigm. To measure the effect of user-generated content (UGC), i.e., cognitive triggers and affective triggers, on the responsible environmental behavior of travelers, a survey questionnaire was used to collect data ( n = 506) from the world’s longest sandy sea beach, Cox’s Bazar, located in the Southern part of Bangladesh. The data were examined by structural equation modeling (SEM). The results revealed that cognitive and affective triggers of user-generated content influence travelers’ environmental concerns and attitudes, making a significant contribution to shaping responsible environmental behavior. Additionally, the findings show that environmental concerns and attitudes play a significant role in producing commitment towards a sustainable coastal tourism practice. This study contributes to the effectiveness of user-generated content for persuasive interactions with destination marketing organizations to develop sustainable tourism practices.

Keywords: environmental attitude; environmental concern; sustainable coastal tourism; social media; responsible environmental behavior; user-generated content (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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