Theory of planned behaviour: predicting tourists’ pro-environmental intentions after a humpback whale encounter

Eleanor Clark; Kate Mulgrew; Lee Kannis-Dymand; Vikki Schaffer; Rosie Hoberg

doi:10.1080/09669582.2019.1603237

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Theory of planned behaviour: predicting tourists’ pro-environmental intentions after a humpback whale encounter

Eleanor Clark, Kate Mulgrew, Lee Kannis-Dymand, Vikki Schaffer and Rosie Hoberg

Journal of Sustainable Tourism, Vol.27(5), pp.649-667

2019

DOI: https://doi.org/10.1080/09669582.2019.1603237

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Abstract

theory of planned behaviour

moral norms

environmental identity

whales

Nature-based experiences can contribute to individuals' connection to nature and intentions toward sustainable environmental behaviours. Conservation psychology can use tourism as a platform to modify tourists' intentions and behaviours regarding key marine threats such as single-use plastics. This study examined changes to pro-environmental intentions, particularly regarding plastic use, in 267 nature-based tourists from Australia and Tonga who completed a whale watching/swim experience. A theory of planned behaviour (TPB) framework was used incorporating moral norms and environmental identity, which have been previously implicated in explaining pro-environmental actions. This study found that including moral norms in the TPB model significantly increased the ability to predict pro-environmental intentions. Further, when controlling for the TPB and moral norm variables, environmental identity explained a further 15% of tourists' pro-environmental intentions. The findings suggest the original TPB model may be less suitable within a marine conservation context. Collectively, positive nature-based experiences, environmental identity, and moral norms are important in understanding tourist's intentions to engage in sustainable environmental behaviours.

Details

Title: Theory of planned behaviour: predicting tourists’ pro-environmental intentions after a humpback whale encounter
Authors: Eleanor Clark (Author) - University of the Sunshine Coast - School of Social Sciences
Kate Mulgrew (Author) - University of the Sunshine Coast - School of Social Sciences
Lee Kannis-Dymand (Author) - University of the Sunshine Coast - School of Social Sciences
Vikki Schaffer (Author) - University of the Sunshine Coast - School of Business
Rosie Hoberg (Author) - University of the Sunshine Coast - School of Social Sciences
Publication details: Journal of Sustainable Tourism, Vol.27(5), pp.649-667
Publisher: Routledge
Date published: 2019
DOI: 10.1080/09669582.2019.1603237
ISSN: 0966-9582
Organisation Unit: School of Business and Creative Industries; Australian Centre for Pacific Islands Research; School of Social Sciences - Legacy; University of the Sunshine Coast, Queensland; USC Business School - Legacy; School of Health - Psychology; School of Health and Behavioural Sciences - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99450640602621
Output Type: Journal article

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