Altruistic values and environmental knowledge as triggers of pro-environmental behavior among tourists

Min-Seong Kim and Svetlana Stepchenkova

Current Issues in Tourism, 2020, vol. 23, issue 13, 1575-1580

Abstract: This study used the value-attitude-behaviour model to test the hypothesized impacts of altruistic values and attitudes on environmentally responsible behaviour and destination loyalty. The study uses tourists’ environmental knowledge as a moderator in the proposed relationship. The participants were South Korean tourists visiting Jeju Island, a premier eco-destination that is experiencing a large influx of tourists. The results indicate the important role of altruistic values, attitudes, and environmental knowledge within the context of nature-based tourism. The study provides implications for managing a nature-based destination in a sustainable manner.

Date: 2020
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DOI: 10.1080/13683500.2019.1628188

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