A model of tourists' civilized behaviors: Toward sustainable coastal tourism in China. (June 2020)

• Record Type: Journal Article
• Authors: Liu, Jia; An, Keke; Jang, SooCheong (Shawn)
• Is Part Of: Journal of destination marketing & management. Volume 16(2020)
• Publication Date: 2020-06
• Subjects: Norm activation model -- Theory of planned behavior -- Civilized tourism behavioral intention -- Sustainability -- Coastal tourism; Place marketing -- Periodicals; Tourism -- Management -- Periodicals; Electronic journals; 658.8005
• DOI: 10.1016/j.jdmm.2020.100437
• Languages: English
• ISSNs: 2212-571X

Abstract

Abstract: Ensuring that tourists behave in a civilized manner is critical to maintaining the competitiveness of tourism destinations. Hence, the purpose of this study is to understand which factors lead tourists to behave in a civilized manner at tourism destinations in order to increase the sustainability of coastal tourism. This study proposes a theoretical framework for civilized tourism behavioral intentions by aggregating two social science theories: the norm activation model (NAM) and the theory of planned behavior (TPB). The results indicate that attitudes, subjective norms, and personal norms play a significant role in driving civilized behavioral intentions, with personal norms mediating subjective norms and intentions. Furthermore, the study suggests two effective paths that could likely drive tourists toward positive and civilized behaviors at coastal destinations by utilizing fuzzy set qualitative comparative analysis (fsQCA). Theoretical and practical implications are also discussed. Highlights: Tourists' civilized behavior is critical to maintaining the sustainability of coastal tourism. Merges the norm activation model and theory of planned behavior. Develops a model to predict intentions toward civilized tourism behavior. FsQCA analysis provides two causal configurations promoting intentions.