Which Factors Help Visitors Convert Their Short-Term Pro-Environmental Intentions to Long-Term Behaviors?

AbstractThe theoretical perspective of this study is to integrate Visitor Environmental Learning (VEL) into the Theory of Planed Behavior (TPB). The Xiangjiang Safari Park, which is one of the largest theme parks in Asia, was selected to test the conceptual model to examine whether Post-Visit Action Resources (PVAR), Ease of Behavior (EB), and Sunk Cost (SC) have the mediate/moderate effect on the relationship between short-term pro-environment intentions and long-term behaviors. The sample consisted of 269 tourists who have travel experience with the Xiangjiang Safari Park. Findings from a Structural Equation Model analysis show that post-visit action resources partially mediate the relationship between tourists’ short-term proenvironmental intentions and behaviors, and that ease of behavior and sunk cost both have moderating effects on this relationship. These findings indicate that a high level of post-visit action resources, ease of behavior and sunk cost are instrumental in encouraging visitors’ pro-...