Impact of Tourist’s Environmental Awareness on Pro-Environmental Behavior with the Mediating Effect of Tourist’s Environmental Concern and Moderating Effect of Tourist’s Environmental Attachment

Sustainability

Mahendra Fakhri¹  Nadir Munir Hassan²  Zeeshan Ahmad²  Mohammad Nisar Khattak³  Mohamed A. Moustafa⁴ 

[1] Department of Business Administration, Faculty of Communication and Business, Telkom University, Bandung 40257, Indonesia;Department of Business Administration, Multan Campus, Air University, Multan 60600, Pakistan;Department of Management, College of Business Administration, Ajman University, Ajman 346, United Arab Emirates;Department of Management, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia;

关键词: environmental awareness;    environmental concern;    pro-environmental behavior;    environmental attachment;    Pakistan tourism;   

DOI  :  10.3390/su132312998

来源: DOAJ

【 摘 要 】

Pakistan has been blessed with rich tourism potential because of its rich history, culture, biological and geographical diversity. Travelers have for quite some time been attracted to Pakistan to encounter a nation that flaunts rugged natural beauty, cultural richness, and unparalleled hospitality. Pakistan has various tourist destinations in the northern areas of Pakistan. Kumrat Valley has become a tourist hotspot in recent times after the prime minister of Pakistan, Mr. Imran Khan, visited the valley. To reduce the negative effects on these tourist destinations due to the accelerating increase in tourists, the present study used a quantitative approach to uncover whether there is an environmental awareness–behavior gap among the tourists, with their level of environmental awareness outweighing pro-environmental behavior. Using a sample of 426 tourists who have visited the valley, the analysis of the results indicates that the pro-environmental behavior is positively and significantly affected by the components, environmental awareness, environmental concern, and environmental attachment. Environmental attachment is added as a moderator between environmental awareness and pro-environmental behavior. This study suggests that environmental awareness must be promoted among tourists to ensure that they exhibit pro-environmental behavior.

【 授权许可】

Unknown