Exploring the Influence of Cultural Identity on Tourists' Behavioral Intention of Environmentally Responsibility
DOI:
https://doi.org/10.56028/aemr.8.1.9.2023Keywords:
cultural identity; involvement; theory of planned behavior; environmental responsibility behavioral intention.Abstract
Based on the theory of planned behavior, this study constructs a structural model with involvement as the moderating variable, explores the impact of cultural identity on environmentally responsible behavioral intentions, and conducts empirical research using a questionnaire survey. The results show that: 1) Cultural identity has a significant driving effect on tourists' behavioral attitudes, subjective norms, perceived behavioral control and environmental responsibility behavioral intention; 2) The theory of planned behavior has a significant mediating effect between cultural identity and behavioral intention; 3) For tourists with high involvement, the role of cultural identity is more significant.
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Published
2023-10-12