How others\u27 behaviours affect visitors\u27 pro-environmental behavioural intention : a research model based on the case of beach cleaning

This study proposed a model that could elucidate the effects of others’ pro-environmental behaviour on visitors’ proenvironmental behavioural intention, using beach cleaning as others’ behaviour. The model relied on knowledge of tourism studies and environmental psychology, especially the concept of Motivation Towards the Environment (MTE) as well as the effects of others’ pro-environmental behaviour, as suggested with reference to social dilemma theory and the concept of social norm. The model aimed to examine the effects of information regarding others’ pro-environmental behaviour on visitors’ MTE and ‘desire to be away’, effects of the motivations on visitors’ pro-environmental behavioural intention, and indirect effects of the intervention on visitors’ pro-environmental behavioural intention