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Pro-Environmental Behavior Case Study

1777 Words8 Pages

There are numerous theories that can be applied to explain why people act in an eco-friendly way, providing the overview of the constructs of pro-environmental behaviour (PEB). Socio-demographic parameters are used widely however the impact of the cultural or national identity, which can be roughly approximated from the nationality of the tourist has not been precisely researched yet. Within this study the national identity of the tourist will be manipulated to help to understand its impact on PEB. The data on tourist behaviour in hotel setting together with the information from the reception and the cleaning company will be analysed.
The starting point for this research is the work by Cvelbar, Grun & Dolnicar (2016) where the Slovenians have been identified as the most pro-environmental tourist while on vacation in Slovenia compared to representatives of the other countries. Consequently, the few questions arise: what defines the tourists’ pro-environmental behaviour in general, why tourists act differently concerning PEBs at home and while travelling, and also, why the behaviour changes when travelling abroad compared to travelling in a home country. The hypothesised reasons might be in social norms, place attachment, scarcity of the resources (e.g. Japanese …show more content…

When values are threatened according to the subjective beliefs, the norms to act differently are activated. However, the more difficult or costly is the behaviour change, the less it depends on the attitude factors (Stern, 2000). For VBN-based intervention tourists are provided with the information about the effect of their actions on the environment, and if it resonates with their values and they perceive the responsibility for the action as their own, the norms are activated – e.g. informing hotel guests about the consequences of the room cleaning for the

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