Environmentally Responsible Behavior in Ecotourism: Exploring the Role of Destination Image and Value Perception

Yen-Ting Helena Chiu, Wan-I Lee, Tsung-Hsiung Chen
2013 Asia Pacific Journal of Tourism Research  
Because of the popularity of tourism worldwide, each tourist destination has received more and more international tourists. The increasing tourism activities may result in the change of the environment and ecosystem of the destinations. The environmental destruction caused by the tourists has received attention from all sectors of the community. Studies have shown that destination image is one of the key factors attracting tourists and affecting their behaviors during their trips. The
more » ... rips. The cross-cultural interaction between international tourists and locals, with the increasing amount of international travelers, is also intensified and receiving academic attention. Nevertheless, no research has studied the influence of the cross-cultural interaction in hospitality in the hospitality sectors in tourist's Environmentally responsible behavior. The purpose of this study was to investigate the relationship among the international tourists' destination images, perceived value and environmentally responsible behavior in Macau. The role of intercultural service encounter during tourists' visit in the city related to their destination image and perceived value were also examined. Results showed that international tourists' image of destination were significantly related to their perceived values, as the perceived values was found to play as a mediator between their image of the city and their environmentally responsible behavior. The results also revealed that the international tourists' experience of service encounters had moderating effect between their destination image and perceived value of the trip. While at the same level of destination image, the tourists who had good experience during their encounters with local service sectors had better perceived value of their trip. Besides, when the international tourists who had higher perception of service encounters, the increase of the tourists' image of destination could much better enhanced their environmentally responsible behavior, as compared with the ones with lower perception of service encounters. Managerial implications to the local service sectors and authorities are also suggested.
doi:10.1080/10941665.2013.818048 fatcat:gtpadlfbxvhirblhpztwbk5l3y