Economics at your fingertips  

Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory

Kiattipoom Kiatkawsin and Heesup Han

Tourism Management, 2017, vol. 59, issue C, 76-88

Abstract: This research examined the intention to behave pro-environmentally while traveling amongst young group tour travelers by adopting an empirically validated value-belief-norm theory and merging it with Vroom's expectancy theory. The aim is to provide a more comprehensive framework for understanding the formation of environmentally friendly behaviors. The sample data of 538 responses were from young group travelers. The responses were subjected to structural equation modeling. The results showed that the combined model has a 12.8% stronger predictive power of pro-environmental intention than the original theory alone. It was also discovered from the results that the variables of the expectancy theory strongly influence pro-environmental personal norms, which in turn influences pro-environmental intentions. The discussions covered both theoretical and practical implications of this research as well as recommendations for further studies.

Keywords: Value-belief-norm theory; Expectancy theory; Pro-environmental intentions; Group tours; Sustainable tourism; Tourists' behaviors (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Tourism Management is currently edited by Chris Ryan

More articles in Tourism Management from Elsevier
Series data maintained by Dana Niculescu ().

Page updated 2017-12-23
Handle: RePEc:eee:touman:v:59:y:2017:i:c:p:76-88