Previous research on the environmentally responsible behaviour (ERB) of tourists has primarily focused on the personal psychological factors of tourists. However, the studies overlook the effect of contextual factors of a tourist site. According to the broken window theory, a disorderly, unkempt environment might lead more people to be involved in environmental destruction, which would form a vicious cycle. Therefore, it can be deduced that the environmental background (EB) of a tourist site is an important contextual factor. In this paper, the effect of the EB of a tourist site on the ERB was examined by the theory of planned behaviour (TPB) adopting structural equation model (SEM) multi-group analysis (MGA). The results show the following: first, both the attitude toward environmental behaviour (ATT) of tourists and their subjective norm (SN) have a positive impact on the environmentally responsible behavioural intention (ERBI) of tourists. In addition, perceived behavioural control (PBC) exerts a remarkable influence on the ERB of tourists and their behavioural intention. Second, the relationship between the ERBI and ERB of tourists is positively regulated by the EB of a tourist site. Additionally, this paper presents policy proposals for the environmental management of tourist sites.
Keywords: Contextual factor; Environmental background; Environmentally responsible behaviour; National park; Regulating effect; TPB.
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