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

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  • 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.

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  • 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
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    Cited by:

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    5. 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.
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    19. 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.
    20. Yonis Gulzar & Nisa Eksili & Kemal Koksal & Pinar Celik Caylak & Mohammad Shuaib Mir & Arjumand Bano Soomro, 2024. "Who Is Buying Green Products? The Roles of Sustainability Consciousness, Environmental Attitude, and Ecotourism Experience in Green Purchasing Intention at Tourism Destinations," Sustainability, MDPI, vol. 16(18), pages 1-15, September.
    21. 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.

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