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The Effect of Pro-Environmental Destination Image on Resident Environmental Citizenship Behavior: The Mediating Roles of Satisfaction and Pride

Author

Listed:
  • Jian Cao

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

  • Hongliang Qiu

    (Postdoctoral Station of Business Administration, Fudan University, Shanghai 200433, China
    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)

  • Yingzhi Guo

    (Department of Tourism, Fudan University, Shanghai 200433, China)

Abstract

Despite the lengthy history of the research on destination image from various perspectives, how pro-environmental destination image promotes resident environmental citizenship behavior remains underexplored. Grounded in the cognition–affect–behavior (CAB) model, this research investigated the translation of pro-environmental destination image into resident environmental citizenship behavior via satisfaction and pride. Data were collected using an intercept survey approach from a tourism village recognized as one of the best in the world by UNWTO. The results indicated that a pro-environmental destination image has a positive impact on resident environmental citizenship behavior in the private and public domains. Furthermore, resident satisfaction and pride serve as mediators between pro-environmental destination image and resident environmental citizenship behavior. This research contributes to the literature on resident environmental citizenship behavior by considering the role of pro-environmental destination image. The findings provide practical implications for fostering environmental citizenship behavior through the presentation of pro-environmental images to residents and eliciting their positive emotions.

Suggested Citation

  • Jian Cao & Hongliang Qiu & Alastair M. Morrison & Yingzhi Guo, 2024. "The Effect of Pro-Environmental Destination Image on Resident Environmental Citizenship Behavior: The Mediating Roles of Satisfaction and Pride," Land, MDPI, vol. 13(7), pages 1-19, July.
    • Handle: RePEc:gam:jlands:v:13:y:2024:i:7:p:1075-:d:1436793
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    References listed on IDEAS

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