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A Study on the Effect of Youth Traveler’s Personal Ecological Norm on Pro-Environmental Behavior at the Tourist Destination

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2021, 45(2), pp.197-217
  • DOI : 10.17086/JTS.2021.45.2.197.217
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : September 21, 2020
  • Accepted : December 2, 2020
  • Published : March 1, 2021

Park, Jung-Hyun 1 Kim, Nam Jo 1

1한양대학교

Excellent Accredited

ABSTRACT

Youth tourism differentiates itself from the concept of traditional tourism by the distinctive profile of its participants. The purpose of this study is to analyze the effect of ecological norms on youth traveler's ecological behavior intention and pro-environmental behavior while traveling to tourist destinations. An online survey was conducted for youth travelers who visited tourist destination within the last two years. The verified norm activation model (NAM) and the theory of planned behavior(TPB) were used to explain interrelationships among the variables. Structural equation modeling was utilized for data analysis. The findings show that youth traveler's perceptions of ecological problems, awareness of consequence, and subjective norms had a significant effect on the personal ecological norms; however, perceived behavioral control did not have a significant effect. The relationship between youth traveler's personal ecological norm, ecological behavior intention, and pro-environmental behaviors all formed a significant influence. Tourism managers should elicit youth traveler’s ecological behavior intentions to improve personal ecological norms and preserve the environment of local tourist attractions. This study contributes to destination researchers’ and practitioners’ understanding of youth traveler pro-environmental behavior in the youth tourism context.

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