Young travelers' intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory

Published Date
April 2017, Vol.59:76–88, doi:10.1016/j.tourman.2016.06.018

Author 

• Kiattipoom Kiatkawsin 
• Heesup Han ^,

• College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747 South Korea

Received 23 October 2015. Revised 1 June 2016. Accepted 20 June 2016. Available online 29 July 2016.

Highlights

• We examined young travelers' pro-environmental behaviors.
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  The value-belief-norm theory and the expectancy theory were merged.
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  Our unified model included a strong prediction power.

Abstract 

This research examined the intention to behave pro-environmentally while traveling amongst young group tour travelers by adopting an empirically validated value-belief-norm theory and merging it with Vroom's expectancy theory. The aim is to provide a more comprehensive framework for understanding the formation of environmentally friendly behaviors. The sample data of 538 responses were from young group travelers. The responses were subjected to structural equation modeling. The results showed that the combined model has a 12.8% stronger predictive power of pro-environmental intention than the original theory alone. It was also discovered from the results that the variables of the expectancy theory strongly influence pro-environmental personal norms, which in turn influences pro-environmental intentions. The discussions covered both theoretical and practical implications of this research as well as recommendations for further studies.

Graphical abstract

Keywords

• Value-belief-norm theory
• Expectancy theory
• Pro-environmental intentions
• Group tours
• Sustainable tourism
• Tourists' behaviors

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Vitae

Kiattipoom Kiatkawsin is currently undertaking a Ph.D. degree in Hospitality and Tourism at the Collage of Hospitality and Tourism Management at Sejong University, Korea. He received his MSc degree in Hospitality and Tourism management from Edinburgh Napier University, Scotland. In addition, he has earned his MBA in Hospitality Management and Postgraduate Diploma in Events Management from the Hotel and Tourism Management Institute, Switzerland.

Heesup Han is an Associate Professor in the College of Hospitality and Tourism Management at Sejong University, Korea. His research interests include airline, medical tourism, green hotels, and hospitality and tourism marketing. His papers have been selected as the most downloaded and read articles in many top-tier hospitality and tourism journals.

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  Corresponding author.
  
  

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