Modeling tourists' visiting intentions toward ecofriendly destinations: implications for sustainable tourism operators

The previous literature has overlooked the examination of tourists' visiting intentions for ecofriendly destinations. Hence, anchored in Schwartz (1992) personal values and the theory of planned behavior (TPB), the present study aims to develop a research model for application in Chinese settings. Survey findings from 467 tourists reveal significant positive relationships between tourists' values of resultant self-transcendence and conservation and TPB factors (i.e., attitude, subjective norms, and perceived behavioral control), with the exception of the relationship between conservation and perceived behavioral control. Moreover, TPB factors and perceived green image were found to have positive effects on tourists' intentions to visit ecofriendly destinations. In addition, environmental consciousness positively moderates the relationships between the two Schwartz values and attitude. Theoretical implications are provided, and the study's findings have strategic practical implications for business managers. We acknowledge the study's limitations and offer research directions for future ecofriendly tourism scholars.