The Effect of Pro-Environmental Destination Image on Resident Environmental Citizenship Behavior: The Mediating Roles of Satisfaction and Pride

Jian Cao, Hongliang Qiu (), Alastair M. Morrison and Yingzhi Guo ()
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Jian Cao: School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China
Hongliang Qiu: Postdoctoral Station of Business Administration, Fudan University, Shanghai 200433, 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
Yingzhi Guo: Department of Tourism, Fudan University, Shanghai 200433, China

Land, 2024, vol. 13, issue 7, 1-19

Abstract: Despite the lengthy history of the research on destination image from various perspectives, how pro-environmental destination image promotes resident environmental citizenship behavior remains underexplored. Grounded in the cognition–affect–behavior (CAB) model, this research investigated the translation of pro-environmental destination image into resident environmental citizenship behavior via satisfaction and pride. Data were collected using an intercept survey approach from a tourism village recognized as one of the best in the world by UNWTO. The results indicated that a pro-environmental destination image has a positive impact on resident environmental citizenship behavior in the private and public domains. Furthermore, resident satisfaction and pride serve as mediators between pro-environmental destination image and resident environmental citizenship behavior. This research contributes to the literature on resident environmental citizenship behavior by considering the role of pro-environmental destination image. The findings provide practical implications for fostering environmental citizenship behavior through the presentation of pro-environmental images to residents and eliciting their positive emotions.

Keywords: pro-environmental destination image; resident environmental citizenship behavior; resident satisfaction; resident pride; cognition–affect–behavior (CAB) model; rural tourism (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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