IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v29y2020i1p54-71.html
   My bibliography  Save this article

Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators

Author

Listed:
  • Muhammad Saeed Ashraf
  • Fujun Hou
  • Woo Gon Kim
  • Wasim Ahmad
  • Rana Umair Ashraf

Abstract

The previous literature has overlooked the examination of tourists' visiting intentions for ecofriendly destinations. Hence, anchored in Schwartz (1992) personal values and the theory of planned behavior (TPB), the present study aims to develop a research model for application in Chinese settings. Survey findings from 467 tourists reveal significant positive relationships between tourists' values of resultant self‐transcendence and conservation and TPB factors (i.e., attitude, subjective norms, and perceived behavioral control), with the exception of the relationship between conservation and perceived behavioral control. Moreover, TPB factors and perceived green image were found to have positive effects on tourists' intentions to visit ecofriendly destinations. In addition, environmental consciousness positively moderates the relationships between the two Schwartz values and attitude. Theoretical implications are provided, and the study's findings have strategic practical implications for business managers. We acknowledge the study's limitations and offer research directions for future ecofriendly tourism scholars.

Suggested Citation

  • Muhammad Saeed Ashraf & Fujun Hou & Woo Gon Kim & Wasim Ahmad & Rana Umair Ashraf, 2020. "Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 54-71, January.
    • Handle: RePEc:bla:bstrat:v:29:y:2020:i:1:p:54-71
    DOI: 10.1002/bse.2350
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.2350
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.2350?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ballantyne, Roy & Hughes, Karen & Lee, Julie & Packer, Jan & Sneddon, Joanne, 2018. "Visitors' values and environmental learning outcomes at wildlife attractions: Implications for interpretive practice," Tourism Management, Elsevier, vol. 64(C), pages 190-201.
    2. Szu‐Tung Lin & Han‐Jen Niu, 2018. "Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1679-1688, December.
    3. Francesco Testa & Silvia Sarti & Marco Frey, 2019. "Are green consumers really green? Exploring the factors behind the actual consumption of organic food products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 327-338, February.
    4. Michelle Man Suet Law & Peter Hills & Billy Chi Hang Hau, 2017. "Engaging Employees in Sustainable Development – a Case Study of Environmental Education and Awareness Training in Hong Kong," Business Strategy and the Environment, Wiley Blackwell, vol. 26(1), pages 84-97, January.
    5. Emel Yarimoglu & Gul Binboga, 2019. "Understanding sustainable consumption in an emerging country: The antecedents and consequences of the ecologically conscious consumer behavior model," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 642-651, May.
    6. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    7. Chiou‐Fong Wei & Chang‐Tang Chiang & Tun‐Chih Kou & Bruce C Y Lee, 2017. "Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 626-639, July.
    8. Wasim Ahmad & Jin Sun, 2018. "Antecedents of SMMA continuance intention in two culturally diverse countries: An empirical examination," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 21(1), pages 45-68, January.
    9. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tatjana Mamula Nikolić & Sanja Popović Pantić & Ivan Paunović & Sanja Filipović, 2021. "Sustainable Travel Decision-Making of Europeans: Insights from a Household Survey," Sustainability, MDPI, vol. 13(4), pages 1-21, February.
    2. Simona Franzoni & Huma Sarwar & Muhammad Ishtiaq Ishaq, 2021. "The Mediating Role of HRM in the Relationship between CSR and Performance in the Hospitality Industry," Sustainability, MDPI, vol. 13(24), pages 1-15, December.
    3. Option Takunda Chiwaridzo & Reason Masengu, 2023. "The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe," Future Business Journal, Springer, vol. 9(1), pages 1-14, December.
    4. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    5. Jenni Soo-Hee Lee & Jinsoo Hwang, 2022. "The Determinants of Visit Intention for Chinese Residents in the Michigan, United States: An Empirical Analysis Performed Through PLS-SEM," SAGE Open, , vol. 12(3), pages 21582440221, August.
    6. Sakshi & Shashi & Roberto Cerchione & Harbhajan Bansal, 2020. "Measuring the impact of sustainability policy and practices in tourism and hospitality industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1109-1126, March.
    7. Aneeta Rehman & Dr Muhammad Shahid Yaqub, 2021. "Determining The Influence Of Green Transformational Leadership, Green Innovation And Green Hrm Practices On Environmental Performance Of Hospitality Industry Of Pakistan: A Moderating Role Of Individu," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(2), pages 100-114, June.
    8. Zhang, Xiaoyun & Dong, Feng, 2023. "What affects residents’ behavioral intentions to ban gasoline vehicles? Evidence from an emerging economy," Energy, Elsevier, vol. 263(PB).
    9. Marek Nowacki & Yash Chawla & Joanna Kowalczyk-Anioł, 2021. "What Drives the Eco-Friendly Tourist Destination Choice? The Indian Perspective," Energies, MDPI, vol. 14(19), pages 1-16, September.
    10. Md. Mahiuddin Sabbir & Khan Md Raziuddin Taufique, 2022. "Sustainable employee green behavior in the workplace: Integrating cognitive and non‐cognitive factors in corporate environmental policy," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 110-128, January.
    11. Silvia González-Morcillo & Patricia Horrach-Rosselló & Oscar Valero-Sierra & Carles Mulet-Forteza, 2023. "Forgotten effects of active tourism activities in Spain on sustainable development dimensions," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(10), pages 10743-10763, October.
    12. Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    13. Azhar, Mohd & Hamid, Sheeba & Akhtar, Mohd Junaid & Subhan, Mohammad, 2022. "Delineating the Influence of Social Media Use on Sustainable Rural Tourism: An Application of TPB with Place Emotion," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(4), pages 292-312.
    14. Matt Kammer-Kerwick & Kara Takasaki & J. Bruce Kellison & Jeff Sternberg, 2022. "Asset-Based, Sustainable Local Economic Development: Using Community Participation to Improve Quality of Life Across Rural, Small-Town, and Urban Communities," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 17(5), pages 3023-3047, October.
    15. Marek Nowacki & Joanna Kowalczyk-Anioł & Yash Chawla, 2023. "Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    16. Peter Onyonje Osiako & Viktória Szente, 2024. "Behavioral Intention in Domestic Heritage Tourism—An Extension of the Theory of Planned Behavior," Sustainability, MDPI, vol. 16(2), pages 1-18, January.
    17. Cathrine Linnes & Jerome Agrusa & Giulio Ronzoni & Joseph Lema, 2022. "What Tourists Want, a Sustainable Paradise," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-20, February.
    18. Yeajin Joo & Hwayoon Seok & Yoonjae Nam, 2020. "The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 12(10), pages 1-14, May.
    19. Muhammad Saeed Ashraf & Naeem Akhtar & Rana Umair Ashraf & Fujun Hou & Muhammad Junaid & Syed Ali Ashiq Kirmani, 2020. "Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China," Sustainability, MDPI, vol. 12(8), pages 1-18, April.
    20. Gege Zhang & Xiaoyuan Chen & Rob Law & Mu Zhang, 2020. "Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention," Sustainability, MDPI, vol. 12(21), pages 1-17, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    2. Zhengxia He & Yanqing Zhou & Jianming Wang & Cunfang Li & Meiling Wang & Wenbo Li, 2021. "The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1249-1269, February.
    3. Francesco Testa & Roberta Iovino & Fabio Iraldo, 2020. "The circular economy and consumer behaviour: The mediating role of information seeking in buying circular packaging," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3435-3448, December.
    4. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    5. Md. Mahiuddin Sabbir & Khan Md Raziuddin Taufique, 2022. "Sustainable employee green behavior in the workplace: Integrating cognitive and non‐cognitive factors in corporate environmental policy," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 110-128, January.
    6. Heesup Han, 2020. "Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2815-2828, September.
    7. Aleksandra Kowalska & Monika Ratajczyk & Louise Manning & Milena Bieniek & Radosław Mącik, 2021. "“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom," Sustainability, MDPI, vol. 13(23), pages 1-23, November.
    8. Shyang-Chyuan Fang, 2021. "Understanding students' intention and actual eco-friendly behavior: A qualitative research in University," Technium Social Sciences Journal, Technium Science, vol. 22(1), pages 152-170, August.
    9. Jessica Müller & Ángel Acevedo-Duque & Sheyla Müller & Prateek Kalia & Khalid Mehmood, 2021. "Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    10. Hongyi Sun & Pei‐Lee Teh & Jonathan D. Linton, 2018. "Impact of environmental knowledge and product quality on student attitude toward products with recycled/remanufactured content: Implications for environmental education and green manufacturing," Business Strategy and the Environment, Wiley Blackwell, vol. 27(7), pages 935-945, November.
    11. Hsiu‐Hua Chang & Shin‐Hua Tsai & Chun‐Chen Huang, 2019. "Sustainable development: The effects of environmental policy disclosure in advertising," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1497-1506, December.
    12. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    13. Zhang, Wenqing & Liu, Liangliang, 2022. "Exploring non-users' intention to adopt ride-sharing services: Taking into account increased risks due to the COVID-19 pandemic among other factors," Transportation Research Part A: Policy and Practice, Elsevier, vol. 158(C), pages 180-195.
    14. Jinkyung Jenny Kim & Antonio Ariza Montes & Heesup Han, 2021. "The Role of Expected Benefits towards Smart Hotels in Shaping Customer Behavior: Comparison by Age and Gender," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    15. Aka, Salih & Buyukdag, Naci, 2021. "How to prevent food waste behaviour? A deep empirical research," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    16. Heesup Han & Antonio Ariza-Montes & Pilar Tirado-Valencia & Soyeun Lee, 2020. "Volunteering Attitude, Mental Well-Being, and Loyalty for the Non-Profit Religious Organization of Volunteer Tourism," Sustainability, MDPI, vol. 12(11), pages 1-16, June.
    17. Piera Centobelli & Roberto Cerchione & Eugenio Oropallo & Wael Hassan El‐Garaihy & Tamer Farag & Khalid Hassan Al Shehri, 2022. "Towards a sustainable development assessment framework to bridge supply chain practices and technologies," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(4), pages 647-663, August.
    18. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.
    19. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    20. Hsiao-Hsien Lin & I-Cheng Hsu & Tzu-Yun Lin & Le-Ming Tung & Ying Ling, 2022. "After the Epidemic, Is the Smart Traffic Management System a Key Factor in Creating a Green Leisure and Tourism Environment in the Move towards Sustainable Urban Development?," Sustainability, MDPI, vol. 14(7), pages 1-22, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:29:y:2020:i:1:p:54-71. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.