Applying protection motivation theory to examine tourist’s pro-environmental behaviour: case study of Lahijan, Iran

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Tourism Cities Pub Date : 2024-07-30 DOI:10.1108/ijtc-11-2023-0238

Sahar Hosseinikhah Choshaly

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Abstract

Purpose

This study aims to examine the pro-environmental behavior of tourists in one of the northern cities of Iran, Lahijan, by applying the Protection Motivation Theory (PMT).

Design/methodology/approach

The sample consists of a total of 180 tourists who had traveled to Lahijan city in Guilan province. Data is analyzed using descriptive analysis and structural equation modeling (SEM) technique using Smart PLS 3.0.

Findings

The results confirm the importance of PMT in explaining the pro-environmental behavior of tourists. The findings of this study show the significant relationship between vulnerability, severity, self-efficacy, response efficacy, response cost and maladaptive perception with tourist’s pro-environmental behavior. Moreover, rewards are not related to pro-environmental behavior.

Practical implications

This study provides a better understanding of how to motivate tourists toward pro-environmental behavior. It also contributes to reinforcing PMT by adding evidence from tourism research and delivers profiles for tourism providers.

Originality/value

The study contributes to the understanding of the predictors of pro-environmental behavior of tourists in Iran using a full PMT which encompasses three concepts of threats appraisal, coping appraisal and maladaptive perception.

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运用保护动机理论研究游客的环保行为：伊朗拉希詹案例研究

本研究旨在通过应用保护动机理论（PMT），研究伊朗北部城市之一拉希詹市游客的亲环境行为。使用 Smart PLS 3.0 进行描述性分析和结构方程建模 (SEM) 技术对数据进行分析。研究结果表明，脆弱性、严重性、自我效能感、反应效能感、反应成本和不适应感与游客的亲环境行为之间存在显著关系。实践意义本研究有助于更好地理解如何激励游客的亲环境行为。原创性/价值本研究使用完整的 PMT（包含威胁评估、应对评估和不适应感知三个概念），有助于理解伊朗游客亲环境行为的预测因素。

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来源期刊

International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.90

自引率

11.50%

发文量

期刊介绍： A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.