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Understanding the Uncivilized Tourism Behavior of Tourists: A Planned Behavior Model Based on the Perspectives of Cognitive Dissonance and Neutralization

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  • Ping Zhang

    (School of Business, Xinjiang University, Urumqi 830091, China)

  • Kaijun Cao

    (School of Tourism Studies, Xinjiang University, Urumqi 830046, China
    Key Laboratory of Sustainable Development of Xinjiang’s Historical and Cultural Tourism, Xinjiang University, Urumqi 830046, China)

Abstract

Effectively regulating and managing the uncivilized tourism behavior of tourists is a key strategy for the sustainable development of tourism destinations. In this paper, the dissonance–neutralization model was proposed by integrating planned behavior, cognitive dissonance, and neutralization theories. Partial least squares structural equation modeling (PLS-SEM) was used to test the impact and effect of this model on the uncivilized tourism behavior of 387 tourists at natural heritage sites. Overall, the research results show the following: (1) Uncivilized tourism behavior is not only determined by behavioral intention and perceived behavioral control. Attitude, subjective norms, and perceived behavioral control also all have a significant influence on behavioral intention. (2) Cognitive dissonance is a parallel predictor of behavior. (3) Neutralization techniques can effectively reduce cognitive dissonance, thus allowing uncivilized tourist behavior to continue.

Suggested Citation

  • Ping Zhang & Kaijun Cao, 2023. "Understanding the Uncivilized Tourism Behavior of Tourists: A Planned Behavior Model Based on the Perspectives of Cognitive Dissonance and Neutralization," Sustainability, MDPI, vol. 15(5), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:5:p:4691-:d:1089344
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    References listed on IDEAS

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    1. Sariişik Mehmet & Ceylan Veli & Kapucuoğlu Mustafa İnanç, 2023. "Impact of the COVID-19 pandemic on travel behavior: A case study of domestic inbound travelers in Turkey," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 13(2), pages 211-224, December.
    2. Vilma Tamuliene & Gonzalo Diaz-Meneses & Neringa Vilkaite-Vaitone, 2024. "The Cultural Roots of Green Stays: Understanding Touristic Accommodation Choices Through the Lens of the Theory of Planned Behavior," Sustainability, MDPI, vol. 16(22), pages 1-19, November.

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