The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior

Hak Jun Song, Choong-Ki Lee, Soo K. Kang and Sug-jin Boo

Tourism Management, 2012, vol. 33, issue 6, 1417-1428

Abstract: This study examined the effect of environmentally friendly perceptions on the behavioral intention of visitors at the Boryeong Mud Festival in South Korea. The results of the on-site survey (N = 400) reveal that three environmentally friendly perceptions formed positive and significant causal relationships with the constructs in the extended model of goal-directed behavior (EMGB). Attitude, subjective norm, and positive anticipated emotion affected desire, which, in turn, influenced the behavioral intention. Three elements, volitional, non-volitional, and emotional aspects, were proven to be crucial in comprehending the perceptions and behaviors of the nature-based festival attendees. The findings of this study will shed light on a better understanding of the decision-making processes of festival visitors when environmental issues are incorporated.

Keywords: Mud festival; Model of goal-directed behavior; Environmental constructs; Decision-making process (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:33:y:2012:i:6:p:1417-1428

DOI: 10.1016/j.tourman.2012.01.004

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