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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

Author

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  • Xiaojuan Rao

    (School of Business Administration, 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

    (Greenwich Business School, University of Greenwich, London SE10 9LS, UK)

  • Wei Wei

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

Abstract

Tourists’ pro-environmental behaviors are critical to the conservation of cultural landscape heritage and for the sustainability of heritage tourism. Applying the theories of planned behavior (TPB) and self-congruity, this research explained the formation of tourists’ pro-environmental behavioral intentions (TPEBI). A total of 342 effective responses were gathered at a heritage destination, while another set of data was collected from a historic cultural destination for cross-validation ( n = 345). The findings indicated that: (1) there are direct and positive associations between TPEBI and attitudes toward the behavior, subjective norms, perceived behavioral control, self-congruity, and functional congruity; (2) functional congruity mediates the association between self-congruity and TPEBI; (3) the “congruity-TPB” framework has greater predictive capacity in comparison to the single model; (4) a cross-validation approach found consistent results by using a historic cultural district as another case. Taking both rational and value-expressive factors into consideration, the current study expands the applicability of the self-congruity theory in TPEBI research. Findings produce some new insights into sustainable destination management.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jlands:v:11:y:2022:i:11:p:2069-:d:975918
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Israel-Javier Juma-Michilena & Maria-Eugenia Ruiz-Molina & Irene Gil-Saura & Sergio Belda-Miquel, 2024. "Pro-environmental behaviours of generation Z: A cross-cultural approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(3), pages 1-29, September.
    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.

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