Impact of Green Servicescape on visitors’ Emotional Bonding Through Their Green Behavior: Mediating Role of Perceived Environmental Responsibility and Trust

Abstract

This study explores the impact of the green servicescape on the green behavior and emotional bonding of visitors with a destination and examines the mediating role of perceived environmental responsibility and trust in the relationship between the green servicescape and green behavior. A self-administered questionnaire is created and given to the target population, that is, local and nonlocal visitors of Hong Kong Disneyland and Ocean Park Hong Kong. The results from 289 respondents show the positive effect of the green servicescape on green behavior, which can enhance the emotional bonding of the visitors with the theme parks. Furthermore, the results reveal the mediating role of perceived environmental responsibility and trust in the relationship between the green servicescape and green behavior. Destination marketers and theme park operators can evoke the personal responsibility and trust of visitors to increase their green behavior and emotional bonding with a destination.