Protecting natural environment of destination through tourists’ environment responsible behavior: empirical analysis of green brand equity model

Purpose - Recently tourist destinations are facing serious issues of environmental degradation and destination managers are developing strategies to achieve the sustainable destinations’ natural environment. The primary purpose of this study is to analyze the role of green destination brand equity (DBE) in shaping tourists’ environmentally responsible behavior (ERB). Green DBE is analyzed through green destination awareness (GDA), green destination image (GDI), green destination quality (GDQ) and green destination loyalty (GDL). Furthermore, perceived destination trust (PDT) is considered a mediator, and green perceived value is a moderator to explain the tourists’ ERB. Design/methodology/approach - Respondents attending the green-certified destinations were approached physically, and data was gathered from 701 respondents through a self-administered survey method. Findings - Results of the study indicated a significant effect of GDA on GDI and GDQ while an insignificant effect on GDL. Study found significant effect of GDI on GDQ and GDL. Study indicated significant effect of GDQ on GDL. Results of the study indicated significant effect of GDA, GDI, GDQ and GDL on tourists’ ERB. Furthermore, PDT significantly mediated the relationship between green DBE and tourists’ ERB. Finally, moderation results for green destination value (GPV) were significant between green DBE and tourists’ ERB. Originality/value - Based on the theoretical perspectives of the simulation-organism-response model, a study has explained the influence of green DBE destinations on tourists’ ERB. The study has significantly used the concept of green DBE to explain tourists’ ERB and endorsed the importance of branding in achieving a sustainable tourist destination environment. Finally, the study has uniquely explained tourists’ ERB with the PDT and GPV. The study has highlighted the significance of green branding strategies in protecting the destination environment through shaping tourists’ ERB.