Examining the dimensions and mechanisms of tourists’ environmental behavior: A theory of planned behavior approach

Human behavior has varying effects on the environment because of its way and intensity. The majority of the current studies on tourists’ environmental behavior primarily considers the environmentally conservative behavior and the environmentally disturbing behavior, while the environmentally radical behavior (very strong sense of responsibility) has not been well-documented in the literature. This study aims to examine the dimensions of tourists’ environmental behavior and the mechanism of different types of tourists’ environmental behavior. Study results identify three dimensions of tourists’ environmental behavior, including: 1) environmentally radical behavior, 2) environmentally conservative behavior, and 3) environmentally disturbing behavior. This paper uses the theory of planned behavior to develop three different interpretation models of tourists’ environmental behavior, and test hypothesized relationships in the interpretation models by structural equation models. The results show that the hypothesized relationships between attitude, subjective norms, perceived behavioral control, environmental behavioral intention and environmental behavior in the tourists’ environmentally conservative behavior and environmentally disturbing behavior interpretation model were all supported. However, the hypothesis that subjective norms positively affect the environmental behavioral intention was not supported in the model of tourists’ environmentally radical behavior. Study results provide suggestions and guidance for tourism management agencies to implement scientific and effective tourism environmental protection measures and policies.