Tourist Environmentally Responsible Behavior and Satisfaction; Study on the World’s Longest Natural Sea Beach, Cox’s Bazar, Bangladesh

Md. Sahabuddin, Qingmei Tan, Imran Hossain, Md. Shariful Alam and Md. Nekmahmud
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Md. Sahabuddin: College of Economics and Management, Nanjing University of Aeronautics & Astronautics, Nanjing 210016, China
Qingmei Tan: College of Economics and Management, Nanjing University of Aeronautics & Astronautics, Nanjing 210016, China
Imran Hossain: Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalganj 8100, Bangladesh
Md. Shariful Alam: School of Business and Economics, United International University, Dhaka 1212, Bangladesh
Md. Nekmahmud: Management and Business Administration Sciences, Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences, 2100 Gödöllő, Hungary

Sustainability, 2021, vol. 13, issue 16, 1-19

Abstract: This research was aimed at investigating the environmentally responsible behavior of tourists and their satisfaction with a tourist destination. Moreover, this study examined the effects of employee service quality, perceived value, environmental commitment and tourist satisfaction with a destination on loyalty and environmentally responsible behavior. We used data from tourists ( n = 640) who had previously visited the world’s longest natural sea beach (Cox’s Bazar, Bangladesh). A partial least square structural equation model (PLS-SEM) method was used in this study to evaluate the proposed model and hypotheses. The results suggest that the perceived value of the destination has a significantly positive impact on both tourist satisfaction and environmental commitment. Similarly, employee service quality significantly impacts perceived value, tourist satisfaction and environmental commitment. Thus, both perceived value and employee service quality also substantially affect the environmentally responsible behavior at the Cox’s Bazar tourist destination. The main contribution of this research involved an investigation of the mediating effects of environmental commitment and tourist satisfaction with a destination on loyalty and environmentally responsible behavior using a single model based on relationship quality theory. Tourist satisfaction was found to completely mediate the relationship between the perceived value of a destination and environmentally responsible behavior, as well as loyalty. In addition, the theoretical and managerial implications for the destination were discussed.

Keywords: pro-environmental behavior; relationship quality theory; sustainable tourism; perceived value; tourist satisfaction; environmental commitment; environmentally responsible behavior; loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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