How Positive and Negative Environmental Behaviours Influence Sustainable Tourism Intentions

Abstract

This study developed and examined a theoretical model of moderated mediation in which positive and negative environmental behaviours (e.g., attitudes, destruction, conservation, and eco-friendliness) serve as a moderating mechanism that explains the link between the two critical mediating effects of escape and sustainable experiences on revisit intentions. The results of a study of 483 foreign tourists provide support for our hypothesized model. First, the results showed that motivations have indirect and positive effects on revisit intentions through sustainable experiences and escape-seeking. Second, the moderating effects of positive environmental behaviours were found to be positive, while negative environmental behaviours had negative effects on the dimensions of escape and experience on revisit intentions for sustainable tourism. Third, we discussed how this interesting pattern of the moderated mediation setting could be explained by using the theoretical background and considering previous studies on sustainable tourism.