The Influence of Social Pressure on Tourists Sustainable Travel Behaviors

• 영문명: The Influence of Social Pressure on Tourists Sustainable Travel Behaviors
• 발행기관: 한국관광학회
• 저자명: Dai-Duong Pham Yeong-Hyeon Hwang
• 간행물 정보: 『한국관광학회 국제학술발표대회집』제91차 강원 국제학술대회, 393~397쪽, 전체 5쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2022.02.15

영문 초록

Ensuring tourists ’ sustainable behaviors is critical to maintaining the competitiveness of tourism destinations. The purpose of study is to investigate the role of social pressure tourists ’sustainable travel behavior. Norm activation model and social learning theory are aggregated and proposed as a theoretical framework for the study. A survey of Vietnamese university students was conducted in 2021 and data of228 respondents -was used for analyses. Factor analysis and structural equation modelling -were used to examing the relationship among variables. The results indicate the mediating role of personal norms in the relationship between subjective norms and sustainable travel behavior. Furthermore, the study identifies the importance of peer groups in motivating tourists to perform sustainable behaviors. Practical implications for promoting travelers practice of sustainable travel behaviors are discussed. Directions for future research are also addressed.

키워드

Social Pressure Norm Activation Model Social Learning Theory Sustainable Travel Behavior Sustainability.