Face consciousness, personal norms, and environmentally responsible behavior of Chinese tourists: Evidence from a lake tourism site
Journal article
Wu, Jianxing, Wu, Homer, Hsieh, Allen and Ramkissoon, Haywantee 2022. Face consciousness, personal norms, and environmentally responsible behavior of Chinese tourists: Evidence from a lake tourism site. Journal of Hospitality and Tourism Management. https://doi.org/10.1016/j.jhtm.2022.01.010
| Authors | Wu, Jianxing, Wu, Homer, Hsieh, Allen and Ramkissoon, Haywantee |
|---|---|
| Abstract | This study explores the role of face consciousness in tourists’ environmentally responsible behavior (ERB). It expands the norm activation theory, integrates the concept of face consciousness and examines how personal norms (PN) on environmentally responsible behavior is moderated by face consciousness. Data was collected from 415 mainland Chinese tourists in West Lake, China. Structural equation modeling was employed to test the proposed theoretical framework. The results show that ascribed responsibility positively influences personal norms, while awareness of consequences plays a decisive role in activating personal norms. Furthermore, the results demonstrate that the fear of losing face moderates the relationship between personal norms and environmentally responsible behavior. The study also investigates the moderating role of age difference between personal norms and environmentally responsible behavior. The effect of personal norms on environmentally responsible behavior is stronger in younger tourists. Our findings make important theoretical contributions to the literature of ERB in tourism and offer practical implications for tourism managers to encourage responsible behavior among tourists. |
| Keywords | norm activation theory; face consciousness; personal norms |
| Year | 2022 |
| Journal | Journal of Hospitality and Tourism Management |
| Publisher | Elsevier |
| ISSN | 1839-5260 |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jhtm.2022.01.010 |
| Web address (URL) | http://hdl.handle.net/10545/626262 |
| hdl:10545/626262 | |
| Publication dates | 03 Feb 2022 |
| Publication process dates | |
| Deposited | 04 Feb 2022, 11:29 |
| Accepted | 24 Jan 2022 |
| Contributors | China Jiliang University, Hangzhou, 310018, China, Fudan University, Shanghai, 200433, China, Christ's College Taipei, New Taipei City, 251022, Taiwan, National Taichung University of Education, Taichung City, 40306, Taiwan, National Chung Hsing University, Taichung City, 40227, Taiwan, University of Derby, University of Norway, Norway, University of Johannesburg, South Africa, Taylor's University, Malaysia and Excelsia Business School, Sydney, Australia |
| File | |
| File | File Access Level Open |
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