Shaping sustainable tourism: how minimalism and citizenship behavior influence tourists’ proenvironmental behavior
Consumer Behavior in Tourism and Hospitality
ISSN: 2752-6666
Article publication date: 3 October 2024
Issue publication date: 20 November 2024
Abstract
Purpose
This study aims to examine the roles of minimalist and citizenship behaviors in influencing sustainable tourism practices. It further examined the role of moral credit as a mediating factor in these relationships. Additionally, this research scrutinizes the moderating effects of age and gender on these behavioral influences.
Design/methodology/approach
This study used a descriptive, quantitative and cross-sectional design to examine the data of 451 tourists visiting three destinations in India. The proposed conceptual model was evaluated through partial least squares structural equation Modeling, and the impact of the control variables was examined via PLS-Multi Group Analysis.
Findings
The results confirmed that minimalist and citizenship behaviors significantly influence pro-environmental actions. Moral credit has emerged as a pivotal bridge between these behaviors and sustainable tourism practices, underscoring its mediating role. Additionally, the analysis revealed that age and gender substantially moderated these relationships, highlighting the demographic-specific dynamics.
Originality/value
This study provides novel insights into how behaviors such as minimalism and citizenship contribute to sustainable travel practices. The identification of moral credit as a key mediator, along with the demographic nuances of age and gender, offers unique perspectives on sustainable consumer behavior dynamics within tourism. These findings provide valuable directions for stakeholders in sustainable tourism and policymakers aiming to cultivate positive consumer behaviors and advance the sustainability of the sector.
Keywords
Acknowledgements
Disclosure statement: The authors report no potential conflicts of interest was reported by the author(s).
During the preparation of this work, the author(s) used the AI features of Paperpal for language refinement. After using this tool, the author(s) reviewed and edited the content as required and took full responsibility for the content of the published article.
Citation
Rasheed, A.K.F. and Balakrishnan, J. (2024), "Shaping sustainable tourism: how minimalism and citizenship behavior influence tourists’ proenvironmental behavior", Consumer Behavior in Tourism and Hospitality, Vol. 19 No. 4, pp. 590-603. https://doi.org/10.1108/CBTH-08-2023-0134
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited