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This study aims to examine an ecotourism behavioral model using environmental attitude, subjective norms, perceived behavioral control, perceived ecotourism usefulness, biospheric value, ecotourism self-identity, ecotourism behavioral intention, and ecotourism behavior among nature-based tourists. The analysis tested ten hypotheses and integrated t...
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... Today, various concepts and approaches aim at sustainable tourism development, with eco-friendly (Ahmad, Kim, Anwer & Zhuang, 2020;Hwang & Moon, 2022), environmentally sustainable (Dolnicar, 2020;Zhang, Zhang, Song & Lew, 2019) and ecotourism (Lee & Jan, 2018a, 2018b, green tourism (Cheng, Chiang, Yuan & Huang, 2018;Wang, Wu, Wu & Pearce, 2018), pro-poor tourism (Knight, 2018), regenerative tourism (Bellato, Frantzeskaki & Nygaard, 2022;Cave & Dredge, 2020), low-carbon tourism (Becken, 2017;Lee & Jan, 2019), as well as sustainable (Bramwell, Higham, Lane & Miller, 2017;Hall, 2019;Hardy, Beeton & Pearson, 2002) and responsible tourism (Bramwell et al., 2017;Fang, 2020;Goodwin, 2011). ...
... Most of the other concepts (green tourism, low carbon tourism, environmentally friendly tourism) particularly emphasise the pillar of environmental sustainability (Ahmad et al., 2020;Becken, 2017;Cheng, Li, Zhang & Cao, 2021;Dolnicar, 2020;Hwang & Moon, 2022;Lee & Jan, 2019;Wang et al., 2018;Zhang et al., 2019). While the concept of ecotourism addresses social and environmental concerns (Lee & Jan, 2018a, 2018b, pro-poor tourism emphasises the creation of benefits for the poor via addressing the economic sustainability pillar (Harrison, 2008;Knight, 2018). ...
... Studies on tourists' responsible tourism behaviour evolved from exploring tourists' intentions to behave responsibly (e.g., Lee, Bonn, Reid & Kim, 2017) to quantitative studies that specifically examined responsible tourism behaviour (e.g., Dias, Aldana, Pereira, Da Costa & António, 2021). While these studies include all three pillars of sustainability (Eichelberger, Heigl, Peters & Pikkemaat, 2021), research has also shed light on ecotourism behaviour, focusing on tourists' environmental and social responsibilities (e.g., Lee & Jan, 2018b). ...
... To enhance the predictive power of the 'attitude-behavior' model, scholars have explored possible mediating variables, with 'behavioral intention' being one of the more plausible. This concept suggests that environmental attitudes can promote ecotourism behavior by strengthening these intentions (Lee & Jan, 2018). ...
As a critical approach to addressing environmental issues, including global climate change, pro-environmental behavior (PEB) has garnered extensive attention in the environment research field. However, a systematic understanding of the evolution process and emerging trends of PEB research has not been provided. Employing CiteSpace as a bibliometric analysis tool, this study systematically assesses the development status from the macro, meso, and micro levels, as well as summarizes the hotspots, trends, and frontiers based on 4032 PEB articles from the Web of Science database. The contributions of this study are as follows: Firstly, it presents a clear depiction of the publication trends, knowledge flow characteristics, disciplinary evolution, journal citation patterns, research collaboration status, and thematic focus of PEB research. Secondly, it identifies the evolving hot topics in PEB research over time, progressing from waste management, energy conservation, and green tourism to employee green behavior, sustainable consumption, and spillover of environmental behavior. Thirdly, it uncovers the research trends in PEB, including the expansion of the research object from focusing on single-domain PEB to cross-domain PEB, and the expansion of the influencing factors from focusing on psychological level drive to multiple contextual reinforcements. Lastly, the paper delineates future research agendas from the perspectives of research scope, methodologies, and content. This paper provides an opportunity to comprehensively grasp the developmental trajectory and future directions of PEB research, offering guidance to researchers and policymakers on how to effectively promote sustainable societal development.
... The model has also been expanded to include subjective norms in agricultural heritage tourism, proving effective in predicting eco-friendly behaviors Megeirhi et al., 2020;Park et al., 2022). Lee and Jan (2018) devise an integrated ecotourism behavioral model for Taiwanese nature-based tourism destinations, combining theories of planned behavior, technology acceptance, VBN, and social identity for sustainable tourism development. Employing complexity theory and fuzzy set Qualitative Comparative Analysis (fsQCA) to develop a model for predicting visitors' proenvironmental behavior intentions revealed four key configurations: demographics and VBN factors of values, beliefs, and norms and attitudes (Olya & Akhshik, 2019). ...
Since reusable launch vehicles have revolutionized access to space, space tourism has received enormous policy and research attention. However, such growth is occurring within a wider context of concerns over climate change, emissions, and space debris. Although space industries have enormous environmental impacts, few studies of space tourism have been undertaken on the sector's sustainability. Therefore, we aim to create and assess an extended value-beliefs-norms (EVBN) theory with environmental, social, and governance (ESG) factors, trust in artificial intelligence (AI), and benefits of AI, in comparing three types of space tourism (on-Earth, suborbital, and orbital). To achieve the goals, multi-method analyses of 1,000 respondents were applied, including partial least squares-structural equation modeling, multi-group analysis, fuzzy-set Qualitative Comparative Analysis, and deep learning. Results revealed that EVBN model well explains space tourist behavior, ESG also has significant roles on the research model, and the three types of space travel have unique characteristics (Accepted).
... The theory of planned behavior (Ajzen, 1985(Ajzen, , 1991 has been widely used in the field of tourism research (Erul & Woosnam, 2022;Jordan et al., 2018;T. H. Lee & Jan, 2018;Sahadev et al., 2024;Woosnam et al., 2022). Moreover, it has been applied to analyze individuals' sustainability intentions in various contexts (Adam, 2023;Garay et al., 2019;Joo et al., 2020;Tommasetti et al., 2018). While several variations of the theory have been developed (Chen & Tung, 2014;, all agree on three aspects affecting indi ...
Homesharing platforms are under substantive pressure to become more environmentally sustainable. Key to this challenge is these platforms’ homesharing hosts, who have the opportunity to introduce new sustainability innovations (e.g., water-saving measures). However, knowledge of what drives hosts’ sustainability behavior is currently limited. We address this gap and investigate antecedents for hosts’ sustainability intentions. Our study is based on a survey in Europe (conducted in 12 languages), resulting in a sample of 1,392 hosts. Building on the theory of planned behavior, we perform three analyses: (a) quantitative and theory testing, (b) quantitative and explorative, and (c) qualitative and explorative. Notably, we find that attitude and norms, as well as financial resources and time, are the main drivers of hosts’ sustainability intentions. In addition, the presence of local service offices (i.e., a platform business model that internalizes service operations from hosts) moderates the effects of sustainability antecedents.
... Lee and Jan (2018) provide a comprehensive framework for understanding the behavior of nature-based tourists in the context of ecotourism. Their study emphasizes the role of environmental attitudes, subjective norms, and perceived behavioral control in influencing ecotourism behavior among tourists (Lee & Jan, 2018). This framework aligns with the experiential learning aspect mentioned in the student's response, as it underscores the importance of understanding tourists' attitudes and intentions towards ecotourism. ...
This study investigates the educational impact of mangrove ecotourism in Gili Sulat, Lombok, Indonesia, against the backdrop of increasing recognition of mangrove ecosystems for their ecological significance and the role of ecotourism in promoting environmental stewardship. Given the urgent need for conservation amidst threats from climate change and deforestation, this research aims to assess how mangrove ecotourism can enhance environmental awareness and education among students, and foster a deeper understanding of sustainable practices. Utilizing a qualitative approach, the study engaged 22 fifth-semester Biology Education students from Universitas Islam Negeri Mataram, who participated in educational practicums within the Gili Sulat mangrove ecosystems. Data were collected through structured questionnaires and interviews, focusing on the students' perceptions, experiences, and the educational value derived from their interactions with the mangrove environment. The findings underscore the immersive nature of ecotourism as a powerful educational tool, offering insights into the complexities of marine biodiversity, conservation efforts, and the critical role of mangroves in coastal protection and climate change mitigation. Conclusively, the study affirms the potential of mangrove ecotourism in Gili Sulat as an effective platform for fostering environmental stewardship, suggesting the need for enhanced educational programming, community involvement, and sustainable management practices to maximize its benefits.
... Additionally, Ojea and Loureiro (2007) observed a positive correlation between participants' altruistic values and their behavioral intentions. Similarly, Lee and Jan (2018), in their study on factors influencing ecotourism behavior among tourists, confirmed a favorable correlation between biospheric values and behavioral intentions. ...
... Specifically, items for biospheric values and altruistic values were drawn from research conducted by Sanchez-Garcia et al. (2021), Lee and Jan (2018), Kim et al. (2022), and Denley et al. (2020). Items for attitude, subjective norms, behavioral intention and perceived behavioral control were drawn from research conducted by Conradie et al. (2023), Khan et al. (2020), Chu and Chen (2016), and Nie et al. (2020). ...
... Perceived behavioral control and subjective norms were also found to have significant direct impacts on the intention of students in colleges to participate in recycling, aligning with previous research that highlights their role as robust predictors of pro-environmental behavioral intentions (Yadav and Pathak, 2017;Zhang et al., 2020). Secondly, within the VBN variables, the research demonstrated the significance of biospheric and altruistic values in predicting college students' intention to recycle used clothing, in alignment with previous research that underscores the impact of values on shaping behavior (Ojea and Loureiro, 2007;Lee and Jan, 2018;Sanchez-Garcia et al., 2021). Among the studied variables, biospheric values exhibited the most pronounced direct influence on the willingness of students in colleges to engage in recycling. ...
Recycling apparel and fabrics is essential for preserving resources and protecting the environment, providing considerable global advantages for ecology and society. This study sought to explore the participation of Chinese college students in the recycling of clothing and fabrics by combining the Theory of Planned Behavior (TPB), the Value-Belief-Norm theory (VBN), self-identity, school education, and perceived policy effectiveness to create a comprehensive model. A total of 1,027 valid samples were obtained through stratified sampling and random sampling, primarily sourced from Eastern China, and analyzed through Structural Equation Modeling (SEM) utilizing AMOS. The results of the research suggested the following: (1) College students’ biospheric values emerged as the most influential factor in predicting their inclination to participate in recycling behavior. (2) VBN (encompassing biospheric and altruistic values) and self-identity significantly contributed to shaping attitude and perceived behavioral control, which in turn impacted individuals’ intention to participate in recycling. (3) School education exerted a stronger moderating influence than perceived policy effectiveness on the relationship between attitude, perceived behavioral control, and intention. The comprehensive model proposed in this study demonstrated superior predictive capability in explaining college students’ willingness to participate in clothing and textiles recycling. It has been proven to be practical and effective. Lastly, schools should promote the practice of clothing and textiles recycling, cultivate good values, and utilize the power of social influence to encourage college students to participate in clothing and textiles recycling. The government should improve relevant laws and regulations, collaborate with academia, and adopt measures like incentives to create a pro-environment atmosphere.
... Amid efforts to develop the Payo Tourism area towards agro-tourism as its main attraction, it is necessary to conduct an in-depth study so that all existing potential can be explored to the maximum so that it has a sustainable impact. Referring to the provisions set by UNWTO [5], the development of sustainable tourism areas must consider various aspects such as, firstly, optimising environmental resources and ecological integrity [6], history and local wisdom, where activities tourism must ensure environmental sustainability and minimise negative impacts that arise on nature [7,8]. Even in some places, eco-friendly tourism treats are packaged into premium tour packages where visitors are willing to pay more to contribute to nature conservation [9]. ...
... There is a strong urge to present tour packages that favour programs to care for and preserve the environment. Various literature on sustainable tourism also emphasises the importance of integrating environmental concerns into tourism [6,9,23]. At a broader level, the issue of climate change has become a critical discussion and point in tourism management so that the stakeholders involved are prepared to adapt and mitigate against climate change [24]. ...
... Tourists practicing pro-environmental behavior in ecotourism not only contribute to the restoration of environments but also encourage others to reduce their own negative impacts (Chiu et al., 2014;Kollmuss and Agyeman, 2002). The promotion of pro-environmental behavior among ecotourists in natural destinations contributes to their efforts in reducing negative impacts while engaging in recreational activities, thereby ensuring the preservation of the natural environment for future generations (Lee and Jan, 2017). Pro-environmental behavior of ecotourists brings about benefits not only to the environmental quality of nature but also enhances the overall experience for other visitors (Li and Wu, 2020). ...
... In order to evaluate pro-environmental behaviours (i), a set of 9 items was devised, drawing upon the previous works of Chiu et al. (2014), Lee and Jan (2017), and Salehi et al. (2012). The assessment of environmental attitudes (ii) was carried out using a five-point Likert-type scale, wherein 15 items were adopted from Thompson and Barton's (1994) research. ...
... Additionally, Thompson (2007) suggested that conducting CFA prior to analyzing the structural equation model is crucial for assessing structural validity. Therefore, the CFA was conducted with two main objectives: (1) establishing a robust measurement model for subsequent SEM analysis, and (2) verifying the proposed factor structure to enable a psychometric evaluation (Lee and Jan, 2017). Utilizing AMOS v.25, CFA with maximum likelihood estimation was performed on the data obtained from 439 completed questionnaires in order to assess the reliability and validity of the overall measurement model. ...
This study investigates the effects of environmental attitudes on pro-environmental behavior. A conceptual model examines the structural relations among environmental attitude, concern, value and knowledge towards pro environmental behavior of ecotourist. 439 Iranian ecotourists from Mashhad mountains were randomly surveyed. This study uses the structural equation model (SEM) to evaluate the factor that influence the pro-environmental behaviors. Results shows that pro-environmental concern, anthropocentric and ecocentric environmental attitude has a significant influence on pro-environmental behavior.
... e.g., Kinnear et al. (1974) in their research on environmentally responsible behavior in relation to the sustainable tourist found that there is a specific subset of the general population i.e. very ecologically concerned. Teeroovengdum (2018) and Lee and Jan (2018) produced results indicating that proenvironmental attitudes increased the likelihood of sustainable tourism behavior and purchasing behavior. Further, work by Han et al. (2018) found that individuals who reuse towels at home are more likely to carry this behavior over when on vacation. ...
Does a person’s everyday behavior at home influence their desire to travel sustainably and pay for it? Testing the Holmes, Dodds and Frochot (HDF) model, this research sought to understand the influence that daily behavior – measured by frugality, altruism, and pro-environmental behavior – has on both sustainable travel behavior and a traveler’s propensity to pay. This paper augments the HDF model in that it finds sustainable travel behavior to be not just a single construct, but rather influenced separately by sociocultural, environmental and local consumption behaviors. Second, this study also examines how these differences in sustainable travel influence the traveler’s propensity to pay. The findings of this study explain that day-to-day behavior at home does explain a traveler’s propensity to pay for sustainability efforts when traveling. Those who are more altruistic are more likely to be more environmentally friendly and more likely to look for local experiences when traveling. Those who are more environmentally minded at home are also more likely to seek out cultural, environmentally friendly and local experiences when traveling. In contrast, those who are more frugal are less likely to be environmentally friendly when traveling.
... It coincides with a prior study that revealed social value as less signicant among eco-tourists as they are more likely to be involved in what the eco-site oers rather than socialising with others(Chen et al., 2016;Lee & Jan 2018;Li et al., 2020). In addition, travel behaviour, tourism preferences, tourist lifestyle, and consumption pattern changed from collectivism to individualism, psychocentric to allocentric, and city centre to nature immersed as the impact of Covid-19(Wen et al., 2020).Attaining higher levels of health and well-being has always been one of the main objectives of tourists(Ferrari & Gilli, 2017), as the common be-lief is that touristic experiences enhance tourists' well-being and contribute to their physical health, leading to happiness (Aziz et al., 2020; Choi et al., 2015; Vada et al., 2020). ...
Previous literature on tourism and travel has done much research on perceived value, but nature reserves like national parks have yet to be studied. Hence, the primary reason for undertaking this study is to analyse the dimensionality of the perceived value concept of national parks by modifying the PERVAL measurement scale. We examined four dimensions: functional value, value for money, novelty value, and health and well-being value. A conceptual model was formulated and preliminary tested to examine the value perception of eco-tourists on their experiences in national parks. The results from a series of analyses provided signicant insights into the values of health and well-being recognised by eco-tourists during the pandemic. In general, the results on the focal relationships of all variables gave insight into the practical nature of the nationally protected parks and had signicant implications for marketers.
