The Role of Observational Learning in Developing Ecotourists' Environmentally Responsible Behavioral Intentions

observational learning;ecotourism;role model;Korea;social learning theory;Natural Resources and Environment

Morse, BenjaminHardin, Rebecca ;

University of Michigan

关键词: observational learning;    ecotourism;    role model;    Korea;    social learning theory;    Natural Resources and Environment;   

Others  :  https://deepblue.lib.umich.edu/bitstream/handle/2027.42/136232/Morse_Benjamin_Thesis.pdf?sequence=1&isAllowed=y

瑞士|英语

来源: The Illinois Digital Environment for Access to Learning and Scholarship

【 摘 要 】

ThisstudyappliedBandura’s(1986)four-stepobservationallearningprocess(i.e.,engagement,observation,reproductionandreinforcement)toinvestigatehowtourguides,peerecotouristsandlocalcommunitymembersinfluenceecotourists’environmentallyresponsiblebehavioral(ERB)intentions.Atotalof207completedquestionnaires(59%responserate)wereobtainedfromecotouristsimmediatelyaftertheirecotourismexperienceinKorea.A pathanalysisindicatedthatthehypothesizedmodelpredictedecotourists’ERB intentions moderatelywell. PositivereinforcementandreproductionofobservedERBsduringtheecotourismexperiencewereimportantpredictorsofparticipants’ERBintentionsattheendoftheirexperience.Reproductionoccurred,inturn,fromobservationandengagementoftourguides,peerecotourists,andlocalcommunitymembers.ResultssupportedBandura’s(1986)four-stepobservationallearningprocessanditsabilitytoexplainecotourists’ERBintentions.ImplicationsincludethattourguidesshouldmodelERBsforparticipants,ensureopportunitiesforparticipantstoengageinERB’sduringtheecotourismexperience,andprovidepositivefeedbackfordoingso.Insights fromthisstudyandourmodelmayhelpothers,outsideofthetourismsector,withwaystoencourageERBsandtobuildamoreenvironmentallyresponsibleconstituency.