From social norms to pro-environmental behavior: The role of destination social responsibility for families traveling with children

Iulian Adrian Sorcaru, Mihaela-Carmen Muntean, Ludmila-Daniela Manea and Rozalia Nistor

Technological Forecasting and Social Change, 2024, vol. 209, issue C

Abstract: Sustainable business practices are vital for tourist destinations because they help tackle social and environmental challenges while addressing profit-oriented concerns. The purpose of this study was to explore pro-environmental behaviors in families. The values-identity-personal norm model was combined with the concept of destination social responsibility via normative influences. Partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were applied in a mixed-methods approach. The findings confirm the values-identity-personal norm model's normative path to family pro-environmental behavior. The research contributes to theory and practice by introducing two new destination social responsibility perspectives: descriptive and injunctive. Based on social media normative influences on family endorsement of destination social responsibility messages, the analysis showed a significant direct effect of descriptive destination social responsibility and injunctive destination social responsibility on family personal norms. However, the mediating effect of family personal norms on family pro-environmental behavior was significant only for descriptive destination social responsibility. Perceived destination social responsibility activities during family vacations had a nonsignificant effect on family personal norms and family pro-environmental behavior. The fsQCA highlights multiple scenarios leading to family pro-environmental behavior. The findings are valuable for helping destination management organizations (DMOs) develop social marketing strategies for family ecotourism.

Keywords: Destination social responsibility; Social norms; Pro-environmental behavior; Social media; Family ecotourism (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:209:y:2024:i:c:s0040162524006280

DOI: 10.1016/j.techfore.2024.123830

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