What Stimulates Visitor Pro-environment Behavioral Intention? Visitor Consciousness of Environmental Responsibility in Urban Attractions

초록

The purpose of this study was measuring visitor consciousness about responsibility in urban tourist based on responsible tourism as an alternative concept of over tourism. This study applies the norm activation model with environmental concerns to analyze ‘consciousness of environmental responsibility (CER)’ and sets this as a mediator between place attachment and pro-environmental behavioral intentions (PEBI). This study used multi-item scales that have been verified in previous studies using basic sociodemographic questionnaires. Data was collected through field and online surveys from people who had visited Lake Seokchon, one of the most popular urban attractions in Seoul, Korea. Collected data (n=563) confirmed the mediating role of CER between place attachment and PEBI and showed the importance of both capacity management at urban attractions and the marketing strategy used to emphasize visitor outcome efficacy. This study theoretically contributes by showing that multidimensional place attachment is formed in an urban attraction site by visitors, and that those visitors have both a responsible consciousness and the intention to engage in pro-environmentally responsible tourism. The study suggests the concept of CER as a theoretical model of behavior, which has been discussed as responsible pro-environmental behavioral intention and adopts norm activation model theory and environmental concerns to enhance its explanation.

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