Rao, Xiaojuan, Qiu, Hongliang, Morrison, Alastair ORCID: https://orcid.org/0000-0002-0754-1083 and Wei, Wei (2022) Extending the theory of planned behavior with the self-congruity theory to predict tourists’ pro-environmental behavioral intentions: a two-case study of heritage tourism. Land, 11 (11):2069. pp. 1-19. ISSN 2073-445X (Online) (doi:10.3390/land11112069)

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Abstract

Tourists’ pro-environmental behaviors are critical to the conservation of cultural landscape heritage and for the sustainability of heritage tourism. Applying the theories of planned behavior (TPB) and self-congruity, this research explained the formation of tourists’ pro-environmental behavioral intentions (TPEBI). A total of 342 effective responses were gathered at a heritage destination, while another set of data was collected from a historic cultural destination for cross-validation (n = 345). Thefindings indicated that: (1) there are direct and positive associations between TPEBI and attitudes toward the behavior, subjective norms, perceived behavioral control, self-congruity, and functional congruity; (2) functional congruity mediates the association between self-congruity and TPEBI; (3) the “congruity-TPB” framework has greater predictive capacity in comparison to the single model; (4) a cross-validation approach found consistent results by using a historic cultural district as another case. Taking both rational and value-expressive factors into consideration, the current study expands the applicability of the self-congruity theory in TPEBI research. Findings produce some new insights into sustainable destination management.

Item Type:	Article
Uncontrolled Keywords:	theory of planned behavior; self-congruity theory; self-congruity; functional congruity; tourists’ pro-environmental behavioral intentions; cross-validation; cultural landscape heritage; historic cultural district
Subjects:	G Geography. Anthropology. Recreation > GE Environmental Sciences G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre Greenwich Business School > Tourism and Marketing Research Centre (TMRC) Greenwich Business School > Networks and Urban Systems Centre (NUSC)
Last Modified:	02 Dec 2024 16:26
URI:	http://gala.gre.ac.uk/id/eprint/38276

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