Tourists’ Intention of Undertaking Environmentally Responsible Behavior in National Forest Trails: A Comparative Study

Qing Zhang, Arporn Popa, Huazhen Sun, Weifeng Guo and Fang Meng
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Qing Zhang: College of Tourism, Wuyi University, Nanping 354300, China
Arporn Popa: Educational Faculty, Mahasarakham University, Mahasarakham 44150, Thailand
Huazhen Sun: College of Tourism, Wuyi University, Nanping 354300, China
Weifeng Guo: College of Tourism, Wuyi University, Nanping 354300, China
Fang Meng: School of Hotel, Restaurant and Tourism Management, College of Hospitality, Retail and Sport Management, University of South Carolina, Columbia, SC 29208, USA

Sustainability, 2022, vol. 14, issue 9, 1-16

Abstract: The Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) are often employed to examine behavioral intention, but the perspective and attribute differences of these two models have been largely neglected. This study applies TPB and NAM to analyze and compare the intention of trail tourists to undertake environmentally responsible behavior (ERB), which may directly affect the sustainability of the trail system and the surrounding areas. A survey research approach was employed, and 452 responses were collected from tourists in three national forest trails in China. Beginners and experienced trail tourists were also categorized in the study for comparison purposes. Structural equation modeling was utilized in data analysis. The results demonstrate that the TPB model and the NAM model, which represent rationality and morality perspective respectively, are both suitable in explaining the intention of trail tourists to undertake ERB. Comparatively, the TPB model’s rationality perspective shows applicability in explaining both beginner and experienced trail tourists’ intention of undertaking ERB, whereas the NAM morality model only applies to experienced trail tourists. The study provides insights into better understanding and promotion recommendations of ERB in national forest trails.

Keywords: environmentally responsible behavior; intention; theory of planned behavior; norm activation model; trail tourist (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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