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Tourists’ Intention of Undertaking Environmentally Responsible Behavior in National Forest Trails: A Comparative Study

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  • Qing Zhang

    (College of Tourism, Wuyi University, Nanping 354300, China
    Educational Faculty, Mahasarakham University, Mahasarakham 44150, Thailand)

  • Arporn Popa

    (Educational Faculty, Mahasarakham University, Mahasarakham 44150, Thailand)

  • Huazhen Sun

    (College of Tourism, Wuyi University, Nanping 354300, China
    Graduate School of Business, SEGi University, Kuala Lumpur 47810, Malaysia)

  • Weifeng Guo

    (College of Tourism, Wuyi University, Nanping 354300, China)

  • Fang Meng

    (School of Hotel, Restaurant and Tourism Management, College of Hospitality, Retail and Sport Management, University of South Carolina, Columbia, SC 29208, USA)

Abstract

The Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) are often employed to examine behavioral intention, but the perspective and attribute differences of these two models have been largely neglected. This study applies TPB and NAM to analyze and compare the intention of trail tourists to undertake environmentally responsible behavior (ERB), which may directly affect the sustainability of the trail system and the surrounding areas. A survey research approach was employed, and 452 responses were collected from tourists in three national forest trails in China. Beginners and experienced trail tourists were also categorized in the study for comparison purposes. Structural equation modeling was utilized in data analysis. The results demonstrate that the TPB model and the NAM model, which represent rationality and morality perspective respectively, are both suitable in explaining the intention of trail tourists to undertake ERB. Comparatively, the TPB model’s rationality perspective shows applicability in explaining both beginner and experienced trail tourists’ intention of undertaking ERB, whereas the NAM morality model only applies to experienced trail tourists. The study provides insights into better understanding and promotion recommendations of ERB in national forest trails.

Suggested Citation

  • Qing Zhang & Arporn Popa & Huazhen Sun & Weifeng Guo & Fang Meng, 2022. "Tourists’ Intention of Undertaking Environmentally Responsible Behavior in National Forest Trails: A Comparative Study," Sustainability, MDPI, vol. 14(9), pages 1-16, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:9:p:5542-:d:808799
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    References listed on IDEAS

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    Cited by:

    1. Yunhao Yao & Ruoquan Zheng & Merle Parmak, 2022. "Factors Influencing the Willingness to Pay in Yachting Tourism in the Context of COVID-19 Regular Prevention and Control: The Case of Dalian, China," Sustainability, MDPI, vol. 14(20), pages 1-17, October.
    2. Ziyi Li & Liang Mao, 2022. "Construction of a National Trail Research Framework under a Natural Protected Area System," Sustainability, MDPI, vol. 14(19), pages 1-19, September.
    3. Xingping Cao & Junlin Qiu & Leyu Wang & Gefen Zhou, 2022. "An Integrative Model of Tourists’ Pro-Environmental Behavior Based on the Dual Path of Rational Planning and Embodied Emotion," IJERPH, MDPI, vol. 19(13), pages 1-19, June.
    4. Qi Wang & Yue’e Liao & Jun Gao, 2022. "Rural Residents’ Intention to Participate in Pro-Poor Tourism in Southern Xinjiang: A Theory of Planned Behavior Perspective," Sustainability, MDPI, vol. 14(14), pages 1-17, July.

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