Promoting Pro-Environmental Behaviors in a Zambian Context: The Effects of Place Attachment and Loyalty to a Natural Tourist Setting
Pro-environmental behaviors are fundamental given the human induced environmental problems the world faces today. This study offers an integrated approach to understanding an avenue for promoting pro-environmental behaviors through an investigation of the relationships among place attachment, destination loyalty and pro-environmental behaviors intentions using a Zambian context. A model is proposed in which the relationships among the three constructs are examined. Data for this study was collected from 1,060 Zambian domestic tourists at the Victoria Falls World Heritage site using on-site self administered surveys. Data was analyzed using structural equation modeling. Empirical results showed that place attachment had a significant effect on destination loyalty and a significant indirect effect on pro-environmental intentions. Destination loyalty had a direct effect on pro-environmental intentions. These findings suggest that promoting relational-oriented long-term relationships between tourists and natural tourist settings has potential to activate personal responsibility for the state of the environment.
Pro-Environmental Behaviors Intentions, Place Attachment, Destination Loyalty, Natural Tourist Settings
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