Residents’ Environmental Conservation Behaviors at Tourist Sites: Broadening the Norm Activation Framework by Adopting Environment Attachment

Understanding the factors that affect residents’ environmental conservation behaviors help in managing the environment of tourist sites. This research provides an integrative understanding of how residents near tourist sites form their environmental conservation behaviors by merging the norm-activation model and cognitive-affective model into one theoretical framework. Results of the structural analysis from a sample of 642 residents showed that this study’s proposed composite model includes a satisfactory level of predictive power for environmental conservation behaviors. The findings identify the following two dimensions of awareness of environmental consequences as having a key role in predicting environmental conservation behaviors: (1) awareness of positive consequences of environmental protection; and (2) awareness of disaster consequences. Results also show that environment attachment and personal norms about environmentalism played a mediating role between awareness of environmental consequences and environmental conservation behaviors, and that personal norms about environmentalism were the most powerful factor in predicting behaviors. Several practical implications were derived from the research findings that can contribute to environment management policy both within and outside the field of tourism, mostly notably: (1) how the effective promotion of these factors can encourage environmental conservation behaviors for residents; and (2) how governments can develop and implement environmental management measures to improve locals’ awareness of positive consequences of environmental protection.