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The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior

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  • Song, Hak Jun
  • Lee, Choong-Ki
  • Kang, Soo K.
  • Boo, Sug-jin

Abstract

This study examined the effect of environmentally friendly perceptions on the behavioral intention of visitors at the Boryeong Mud Festival in South Korea. The results of the on-site survey (N = 400) reveal that three environmentally friendly perceptions formed positive and significant causal relationships with the constructs in the extended model of goal-directed behavior (EMGB). Attitude, subjective norm, and positive anticipated emotion affected desire, which, in turn, influenced the behavioral intention. Three elements, volitional, non-volitional, and emotional aspects, were proven to be crucial in comprehending the perceptions and behaviors of the nature-based festival attendees. The findings of this study will shed light on a better understanding of the decision-making processes of festival visitors when environmental issues are incorporated.

Suggested Citation

  • Song, Hak Jun & Lee, Choong-Ki & Kang, Soo K. & Boo, Sug-jin, 2012. "The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 33(6), pages 1417-1428.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:6:p:1417-1428
    DOI: 10.1016/j.tourman.2012.01.004
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    Cited by:

    1. Akhoondnejad, Arman, 2016. "Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival," Tourism Management, Elsevier, vol. 52(C), pages 468-477.
    2. Li-Min Chuang & Pi-Ching Chen & Yen-Yu Chen, 2018. "The Determinant Factors of Travelers’ Choices for Pro-Environment Behavioral Intention-Integration Theory of Planned Behavior, Unified Theory of Acceptance, and Use of Technology 2 and Sustainability ," Sustainability, MDPI, vol. 10(6), pages 1-26, June.
    3. Fazal-e-Hasan, Syed Muhammad & Ahmadi, Hormoz & Mortimer, Gary & Sekhon, Harjit & Kharouf, Husni & Jebarajakirthy, Charles, 2020. "The interplay of positive and negative emotions to quit unhealthy consumption behaviors: Insights for social marketers," Australasian marketing journal, Elsevier, vol. 28(4), pages 349-360.
    4. Song, HakJun & You, Geun-Jun & Reisinger, Yvette & Lee, Choong-Ki & Lee, Seung-Kon, 2014. "Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior," Tourism Management, Elsevier, vol. 42(C), pages 101-113.
    5. Doyeon Won & Hyung-hoon Kim & Jung-sup Bae, 2023. "Understanding Social Exercise: Desire and Intention to Participate in Running Crews," IJERPH, MDPI, vol. 20(3), pages 1-13, January.
    6. Heesup Han & Linda-Heejung Lho & Heekyoung Jung & Antonio Ariza-Montes & Luis Araya-Castillo, 2021. "Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    7. Lee, Choong-Ki & Mjelde, James W. & Kim, Tae-Kyun & Lee, Hye-Mi, 2014. "Estimating the intention–behavior gap associated with a mega event: The case of the Expo 2012 Yeosu Korea," Tourism Management, Elsevier, vol. 41(C), pages 168-177.
    8. Philippe Odou & Marie Schill, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Post-Print hal-02929920, HAL.
    9. Han, Heesup & Meng, Bo & Kim, Wansoo, 2017. "Bike-traveling as a growing phenomenon: Role of attributes, value, satisfaction, desire, and gender in developing loyalty," Tourism Management, Elsevier, vol. 59(C), pages 91-103.
    10. Amalia Cristina NEDELCUȚ & Răzvan Liviu NISTOR, 2021. "Evaluation Of The Satisfaction Level Of Two Digital Art Festivals: Elektro Arts And Clujotronic," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(23), pages 1-4.
    11. Muhammad Hasnain Abbas Naqvi & Yushi Jiang & Mishal Hasnain Naqvi & Miao Miao & Changyong Liang & Shafaqat Mehmood, 2018. "The Effect of Cultural Heritage Tourism on Tourist Word of Mouth: The Case of Lok Versa Festival, Pakistan," Sustainability, MDPI, vol. 10(7), pages 1-21, July.
    12. Yu-Jin Choi & Jin-Woo Park, 2020. "Investigating Factors Influencing the Behavioral Intention of Online Duty-Free Shop Users," Sustainability, MDPI, vol. 12(17), pages 1-20, August.
    13. Organ, Kate & Koenig-Lewis, Nicole & Palmer, Adrian & Probert, Jane, 2015. "Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices," Tourism Management, Elsevier, vol. 48(C), pages 84-99.
    14. Ikrame Selkani, 2018. "Festival Attractiveness Literature Review," International Journal of World Policy and Development Studies, Academic Research Publishing Group, vol. 4(9), pages 89-97, 11-2018.
    15. Myung Ja Kim & Choong-Ki Lee & Jinok Susanna Kim & James F. Petrick, 2019. "Wellness Pursuit and Slow Life Seeking Behaviors: Moderating Role of Festival Attachment," Sustainability, MDPI, vol. 11(7), pages 1-21, April.
    16. Alexander Georg Büssing & Maike Schleper & Susanne Menzel, 2018. "Do Pre-service Teachers Dance with Wolves? Subject-Specific Teacher Professional Development in A Recent Biodiversity Conservation Issue," Sustainability, MDPI, vol. 11(1), pages 1-24, December.
    17. Yu Hao & Yingting Wang & Qiuwei Wu & Shiwei Sun & Weilu Wang & Menglin Cui, 2020. "What affects residents' participation in the circular economy for sustainable development? Evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1251-1268, September.
    18. Myung Ja Kim & C. Michael Hall, 2019. "Can Co-Creation and Crowdfunding Types Predict Funder Behavior? An Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 11(24), pages 1-23, December.
    19. Youngjoon Choi & Won Seok Lee & Choong-Ki Lee & John Dattilo, 2015. "Valuation of Mudflats in Nature-Based Tourism: Inclusion of Perceived Value of Festival Experiences," Tourism Economics, , vol. 21(4), pages 833-851, August.
    20. Wu, Hung-Che & Ai, Chi-Han & Cheng, Ching-Chan, 2019. "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 409-420.
    21. Yunyao Zhang & Keun-Soo Park & HakJun Song, 2021. "Tourists’ Motivation, Place Attachment, Satisfaction and Support Behavior for Festivals in the Migrant Region of China," Sustainability, MDPI, vol. 13(9), pages 1-15, May.
    22. Chen, Fang-Yuan, 2013. "The intention and determining factors for airline passengers' participation in carbon offset schemes," Journal of Air Transport Management, Elsevier, vol. 29(C), pages 17-22.
    23. Su, Lujun & Hsu, Maxwell K. & Boostrom, Robert E., 2020. "From recreation to responsibility: Increasing environmentally responsible behavior in tourism," Journal of Business Research, Elsevier, vol. 109(C), pages 557-573.
    24. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    25. Odou, Philippe & Schill, Marie, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Journal of Business Research, Elsevier, vol. 121(C), pages 243-253.

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