The Role of Social Capital in Predicting Tourists’ Waste Sorting Intentions in Rural Destinations: Extending the Theory of Planned Behavior

Jian Cao, Hongliang Qiu (), Alastair M. Morrison and Wei Wei
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Jian Cao: School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China
Hongliang Qiu: School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
Alastair M. Morrison: School of Management and Marketing, Greenwich Business School, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK
Wei Wei: Department of Hospitality Services, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA

IJERPH, 2022, vol. 19, issue 19, 1-20

Abstract: Improper waste disposal of tourists has detrimental impacts on the environment, economy, and people in rural destinations. Separating at the source is an effective means to mitigate these adverse impacts on rural destinations. Hence, identifying factors influencing tourists’ waste sorting intentions in rural destinations is critical to the sustainability of rural tourism and rural land. However, few studies focus on tourists’ waste sorting intentions. Drawing on the theory of planned behavior (TPB) and social capital, this research examined the determinants of tourists’ waste sorting intentions in rural destinations. A total of 395 valid questionnaires were collected from a rural destination in Huzhou, China. The results indicated that: (1) all TPB variables, i.e., attitude toward the behavior, subjective norms, and perceived behavioral control, positively and directly affect tourists’ waste sorting intentions; (2) interpersonal trust directly and positively influences tourists’ waste sorting intentions; (3) subjective norms, perceived behavioral control, interpersonal trust, and emotional bonding indirectly influence tourists’ waste sorting intentions through the mediation of attitude toward the behavior; (4) emotional bonding does not directly affect tourists’ waste sorting intentions, but the link is established through the mediation of attitude toward the behavior. This research expands the body of knowledge by integrating individuals’ psychological elements with their social contexts. The findings offer some theoretical and managerial implications for understanding how tourists’ social contexts facilitate tourists’ waste sorting intentions.

Keywords: theory of planned behavior; social capital; tourists’ waste sorting intentions; rural tourism destination; rural tourism (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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