Citation
Abdullah, Siti Intan Nurdiana Wong
(2020)
Antecedents of responsible environmental behaviour and influence of intention on marine park destination choice among millennial tourists in Malaysia.
Doctoral thesis, Universiti Putra Malaysia.
Abstract
Due to the rising global concern over environmental pollution, ecotourism in protected
areas such as marine park islands has been identified as one of the mitigation strategies. Besides
promoting sustainable tourism, ecotourism is a key contributor to the country’s economy. However,
over the years, there has been a continuous increase in the numbers of visitors to these
marine park islands, alongside the growing tourist activities and the irresponsible
behaviours of the visitors that threatens the marine ecosystem. Hence, in keeping up
with the environmental pressures and the demand for ecotourism activities, many have turned their
attention to the millennial generation. Millennial tourists are growing due to their
exponential population size, spending power and distinctive characteristics. Despite
the numerous efforts that have been made to gain an in- depth understanding of millennial
tourists’ behaviours, there is still limited knowledge on the underlying factors that
drive their environmental behaviours especially in marine park islands and how this
would lead to their holiday destination decisions. This study applied an extended Model
of Responsible Environmental Behaviour (REB) with the inclusion of Consumption Values
Theory (CVT) and Tripartite Model of Destination Image (TDI). The objective of this study is to
examine the antecedents of responsible environmental behaviour of millennial tourists and to
determine the effect of behaviour intention in predicting millennial tourists’
pro-environmental behaviours and their destination choice. The antecedents of environmental
knowledge and consumption values were formatively constructed and tested empirically with
attitude and destination image in the extended framework. Additionally, overall affective
and cognitive destination image were applied to predict the conative effect towards responsible
environmental behaviour and destination choice among the millennials. Using purposive
sampling to represent the local and international millennial tourists accordingly, a
total of 427 data were analysed from tourists who had recently visited a marine park
island in Malaysia. The face-to-face survey was conducted at six jetties located in Malaysia, at
exit points of the marine park islands. After the data collected was screened and analysed using descriptive statistics, the
reliability and validity of the measurement model were determined using Partial Least
Square-Structural Equation Modelling (PLS-SEM). Results revealed that consumption values were
the main predictor of behaviour intention followed by environmental knowledge and attitude.
This indicates that millennial tourists’ behaviour intention is highly value-driven, rather
than just a rational or altruistic decision as anticipated in earlier theories.
Additionally, responsible environmental behaviour was empirically proven to have a more
significant effect on destination decision compared to the destination image. The role of intention
as a mediator was also strengthened in this study. However, one of the limitations of
this study is it only focuses on marine parks. Due to the environmental
issues that are constantly evolving and more critical, predicting tourist behaviours is
increasingly complex which may render more variables to be included in the study. Other
methodological limitations and data collection constraints were addressed. Overall, this study
was able to empirically support the extended REB framework to effectively explain and
predict responsible environmental behaviour and destination choice among millennial tourists. It
also contributed to the body of knowledge on millennial tourists that could assist
marketing and ecotourism practitioners in attracting the right market segment towards
sustainable tourism development of marine park islands in Malaysia. Based on the results,
it is suggested that millennial tourists’ consumption values can be heightened if practitioners
develop unique eco-tour programs and promote eco-friendly practices using targeted
marketing communications. Millennial tourists who are more engaged in responsible
environmental behaviours would display higher tendencies in choosing marine park islands as their
next holiday destination. In terms of policy contributions, courses in environmental
management can be offered to increase the knowledge of millennials and upgrade their
skills on relevant strategies to protect the natural environment. Besides, marine parks’
destination image can be enhanced by highlighting the underwater marine life to promote
responsible behaviours in the
marine park islands effectively.
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Additional Metadata
Item Type: |
Thesis
(Doctoral)
|
Subject: |
Ecotourism - Environmental aspects |
Subject: |
Environmental sociology - Malaysia |
Subject: |
Marine parks and reserves - Malaysia |
Call Number: |
SPE 2020 31 |
Chairman Supervisor: |
Associate Professor Zaiton Samdin, PhD |
Divisions: |
School of Business and Economics |
Depositing User: |
Ms. Nur Faseha Mohd Kadim
|
Date Deposited: |
27 Aug 2021 08:31 |
Last Modified: |
27 Aug 2021 08:31 |
URI: |
http://psasir.upm.edu.my/id/eprint/89907 |
Statistic Details: |
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