The Environmentally Responsible Tourists' Behaviors in Nature-based Tourist Destination: A Case of Ko Phra Thong Wetland
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Abstract
This research aims to investigate the mechanisms and factors that influence tourists' Environmentally Responsible Behavior (ERB) by examining the role of a mediating variable in the connection between environmental concerns, attachment to place, and environmental worry. Data was collected from 250 respondents by using a questionnaire. The data was analyzed using Partial Least Squares Structural Equaltion Modeling (PLS-SEM). The research found that the relationship between people formed after an experience has a significant impact on environmentally responsible behavior. The stimulation of perception from the direct experience of a destination automatically elicits emotional responses from tourists, which in turn influences tourist behavior. Furthermore, direct experiences are more predictive of customer behavior than indirect experiences. This research can be useful in predicting environmentally responsible behavior, promoting tourists’ Environmentally Responsible Behavior, and enhancing understanding of the environmentally responsible behavior of tourists in the future. Moreover, it will also help define key strategies for promoting Environmentally Responsible Behavior with SDG 17 and contribute to the success of strategies.
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