The Impact of Tourists' Awe on Pro-environmental Behavior in Tourism Destination: The Moderating Role of Perceived Self-efficacy

Abstract

With the rise of tourism, the influx of many tourists into popular destinations has brought about a series of negative impacts. For instance, environmental pollution and resource degradation resulting from improper tourist behavior have become significant issues, leading to ecosystem disturbances. These problems not only directly affect the sustainable development of Tourism destinations but also impact the overall tourism experience for the visitors. Therefore, guiding tourists to adopt pro-environmental behavior consciously is crucial. This effectively addresses issues such as pollution and destruction caused by inappropriate tourist behavior and helps reduce the management costs of Tourism destinations, facilitating sustainable development.

Based on the Social information processing model, this paper constructs a model of tourists' awe influencing pro-environmental behavior. Environmental responsibility is employed as a mediating variable, and perceived Self-efficacy is considered a moderating variable to elucidate further the role of awe in established tourists' pro-environmental behavior. This approach aims to formulate scientifically grounded behavior guidance policies, offering new perspectives for enhancing the effectiveness of tourist behavior management.