Landscape and Unique Fascination: A Dual-Case Study on the Antecedents of Tourist Pro-Environmental Behavioral Intentions

Wei Zheng, Hongliang Qiu, Alastair M. Morrison, Wei Wei and Xihua Zhang
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Wei Zheng: 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: Department of Marketing, Events and Tourism, Greenwich Business School, Old Royal Naval College, Park Row, Greenwich, London SE10 9LS, UK
Wei Wei: Department of Hospitality Services, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA
Xihua Zhang: School of Cooperative Economics, Zhejiang Institute of Economics and Trade, Hangzhou 310018, China

Land, 2022, vol. 11, issue 4, 1-20

Abstract: Although cultivating tourist pro-environmental behavioral intentions (TPEBI) has been emphasized, the effect of destination unique fascination on TPEBI is unknown. Applying the theory of planned behavior (TPB) and the cognition-affect-behavior (CAB) model, this research develops an integrated theoretical framework to predict TPEBI. The results suggested that: (1) attitudes toward the behavior, subjective norms, perceived behavioral control, destination unique fascination and tourist delight directly influence TPEBI; (2) tourist delight positively meditates the links between destination unique fascination and TPEBI; (3) the integrated model had better explanation power than either TPB or CAB models; and (4) a cross-validation method of rural and wetland cases demonstrated support for the results. This study enriches the extant studies of pro-environmental behavioral intentions by introducing an integrated conceptual model coupled with the cross-validation approach. Aside from the impact of TPB constructs, the research offers a reference for practitioners to promote TPEBI through the enhancement of destination unique fascination and tourist delight.

Keywords: tourist pro-environmental behavioral intentions; rural landscape; destination unique fascination; tourist delight; theory of planned behavior; cognition-affect-behavior model; cross-validation; Yucun Village; Xixi National Wetland Park (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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