Pro - environmental behaviour of adventure tourists: an applicability of value belief norm theory

Extant research has established the role of environmental quality on tourism competitiveness and tourist satisfaction. While the effort to mitigate negative effects of tourism has come from both private and public sectors, cooperation from tourists is still needed for maintaining sustainability especially in nature based tourism. The aim of this study is to investigate the factors which influence the adventure tourists\u27 intentions to behave pro-environmentally. To test this, we use Value Belief Norm theory. The data was collected from 216 adventure tourists at a popular trekking destination of India. The results of the study confirm that value belief norm model predicts adventure tourists\u27 pro-environmental intention. We found that the biospheric and altruistic value has direct positive relation with new environmental paradigm and indirect positive relation with awareness of consequences, ascription of responsibility, personal norms and pro-environmental behavioural intentions. However their egoistic value negatively affects new ecological worldview. Further, the result of the study shows that personal norm is the largest predictor of pro-environmental behaviour of adventure tourists. The study also confirms the mediation effect of the research constructs