Understanding the influence of environmental triggers on tourists' pro-environmental behaviors in the Pakistan’s tourism industry

Abstract

PurposeThe research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists' pro-environmental behavior in the Pakistan’s tourism industry. Furthermore, this study has analyzed the moderating role of moral obligation concerning environmental attachment and green motivation on tourists' pro-environmental behavior.Design/methodology/approachData were gathered via a structured questionnaire by 237 local (domestic) tourists of Pakistan. Furthermore, the data were examined by employing SmartPLS.FindingsFindings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists' pro-environmental behavior. Furthermore, the moderating role of moral obligations has also been incorporated in the study. The finding reveals a strong and positive relationship among environmental attachment and tourists' pro-environmental behaviors during high moral obligations. In contrast, moral obligations do not moderate association between green motivation and tourists' pro-environmental behavior. Therefore, competent authorities should facilitate tourists to adopt environmentally friendly practices; which will ultimately promote pro-environmental behavior.Originality/valueThis study provides useful insights regarding the role of tourism in fostering environmental attachment and green motivation that sequentially influence tourist pro-environmental behavior. Secondly, this research has employed moral obligations as a moderator to identify the changes in tourists’ pro-environmental behavior based on individuals' ethical considerations. Hence, the study provides an in-depth insight into tourists' behavior. Lastly, the present research offers effective strategies for the tourism sector and other competent authorities to increase green activities that can embed the importance of the environment among individuals.

Tourism digital transformation and future supply chain competition: an integrated perspective on real options theory and digital competencies

“…The PLS-SEM technique (SmartPLS software Version 4.1) was applied in this study (Raza et al, 2024). First, the validity and reliability of the survey items were evaluated, and factor loadings helped quantify the extent to which each observed variable loads onto or is associated with each factor.…”

Editorial: The importance of a regenerative approach

“…However, low levels of economic, built and land-based rural capital pose challenges to achieving repair and re-enchantment, which are crucial for settlements that rely on tourism. Raza et al (2024) research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge, on environmental attachment and green motivation that affect tourists' pro-environmental behavior in Pakistan's tourism industry.…”