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The Role of Social Capital in Predicting Tourists’ Waste Sorting Intentions in Rural Destinations: Extending the Theory of Planned Behavior

Author

Listed:
  • Jian Cao

    (School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China)

  • Hongliang Qiu

    (School of Business Administration, Tourism College of Zhejiang, Hangzhou 311231, China
    Zhejiang Academy of Culture & Tourism Development, Hangzhou 311231, China)

  • Alastair M. Morrison

    (School of Management and Marketing, Greenwich Business School, University of Greenwich, Old Royal Naval College, Park Row, London SE10 9LS, UK)

  • Wei Wei

    (Department of Hospitality Services, Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA)

Abstract

Improper waste disposal of tourists has detrimental impacts on the environment, economy, and people in rural destinations. Separating at the source is an effective means to mitigate these adverse impacts on rural destinations. Hence, identifying factors influencing tourists’ waste sorting intentions in rural destinations is critical to the sustainability of rural tourism and rural land. However, few studies focus on tourists’ waste sorting intentions. Drawing on the theory of planned behavior (TPB) and social capital, this research examined the determinants of tourists’ waste sorting intentions in rural destinations. A total of 395 valid questionnaires were collected from a rural destination in Huzhou, China. The results indicated that: (1) all TPB variables, i.e., attitude toward the behavior, subjective norms, and perceived behavioral control, positively and directly affect tourists’ waste sorting intentions; (2) interpersonal trust directly and positively influences tourists’ waste sorting intentions; (3) subjective norms, perceived behavioral control, interpersonal trust, and emotional bonding indirectly influence tourists’ waste sorting intentions through the mediation of attitude toward the behavior; (4) emotional bonding does not directly affect tourists’ waste sorting intentions, but the link is established through the mediation of attitude toward the behavior. This research expands the body of knowledge by integrating individuals’ psychological elements with their social contexts. The findings offer some theoretical and managerial implications for understanding how tourists’ social contexts facilitate tourists’ waste sorting intentions.

Suggested Citation

  • Jian Cao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "The Role of Social Capital in Predicting Tourists’ Waste Sorting Intentions in Rural Destinations: Extending the Theory of Planned Behavior," IJERPH, MDPI, vol. 19(19), pages 1-20, October.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:19:p:12789-:d:934712
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    References listed on IDEAS

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    Cited by:

    1. Iacopo Odoardi & Chiara Burlina & Alessandro Crociata, 2023. "Pro-Environmental Determinants of Waste Separation: Does the Interaction of Human and Social Capital Matter? Evidence from Italian Provinces," Sustainability, MDPI, vol. 15(6), pages 1-20, March.
    2. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    3. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & Wei Wei, 2022. "Linking Perceived Environmental CSR to Residents’ Environmental Citizenship Behavior in Rural Tourism: The Mediating Role of Resident–Environment Relationship Quality," IJERPH, MDPI, vol. 19(24), pages 1-19, December.
    4. Jian Cao & Hongliang Qiu & Alastair M. Morrison, 2023. "Self-Identity Matters: An Extended Theory of Planned Behavior to Decode Tourists’ Waste Sorting Intentions," IJERPH, MDPI, vol. 20(6), pages 1-19, March.
    5. Mengtian Zhang & Huiling Wang, 2024. "Exploring the Factors Affecting Farmers’ Willingness to Cultivate Eco-Agriculture in the Qilian Mountain National Park Based on an Extended TPB Model," Land, MDPI, vol. 13(3), pages 1-24, March.
    6. Qiannan Zhuo & Chen Liu & Beiqi Wang & Wanglin Yan, 2023. "Bridging Local Governments and Residents for Household Waste Source Separation Using a Business-Driven, Multi-Stakeholder Cooperative Partnership Model—A Case Study of HUGE Recycling in Yuhang, Hangzh," Sustainability, MDPI, vol. 15(15), pages 1-18, July.
    7. Xiaojuan Rao & Hongliang Qiu & Alastair M. Morrison & 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, MDPI, vol. 11(11), pages 1-19, November.
    8. Huan Hu & Yu Zhang & Chang Wang & Peng Yu, 2024. "Factors Influencing Tourists’ Intention and Behavior toward Tourism Waste Classification: A Case Study of the West Lake Scenic Spot in Hangzhou, China," Sustainability, MDPI, vol. 16(3), pages 1-18, February.

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