Presenter Bios (50 Words)

Minseong Kim, M.S., M.B.A. is a doctoral student at the Department of Tourism, Recreation, and Sport Management in UF. His research interests center on consumer behavior and marketing strategy in the hospitality and tourism fields.

Svetlana Stepchenkova, Ph.D. is an Associate Professor at the Department of Tourism, Recreation, and Sport Management at UF. Her research interests lie in the area of destination marketing, branding, and positive image building. She studies tourism behavior and the effectiveness of destination promotion efforts in situations of strained bilateral relations between nations.

Abstract (150 Words)

Prior research on nature-based tourism has examined determinants of tourists’ environmentally responsible behavior from a personal value perspective. However, a nature-based destination needs both the economic benefits from tourists’ spending and the environmental benefits from tourists’ environmentally responsible behavior. Thus, based on the value-belief-norm and trust transfer theories, this study integrated altruistic value and attitudes toward a nature-based destination’s eco-travel and the destination to predict destination loyalty and positive word-of-mouth about the eco-travel as well as environmentally responsible behavior among domestic tourists. This study collected and analyzed data from 289 domestic tourists visiting Jeju Island, South Korea. The results of the structural equation modeling indicated that altruistic value significantly influenced only attitude toward eco-travel, which positively affected attitude toward the destination, destination loyalty, environmentally responsible behavior, and positive word-of-mouth about the eco-travel. Attitude toward the destination significantly influenced destination loyalty. Based on these results, this study provided several theoretical and managerial implications for a sustainable nature-based destination.

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The Impact of Personal Values and Attitudes on Responsible Behavior toward the Environment

Prior research on nature-based tourism has examined determinants of tourists’ environmentally responsible behavior from a personal value perspective. However, a nature-based destination needs both the economic benefits from tourists’ spending and the environmental benefits from tourists’ environmentally responsible behavior. Thus, based on the value-belief-norm and trust transfer theories, this study integrated altruistic value and attitudes toward a nature-based destination’s eco-travel and the destination to predict destination loyalty and positive word-of-mouth about the eco-travel as well as environmentally responsible behavior among domestic tourists. This study collected and analyzed data from 289 domestic tourists visiting Jeju Island, South Korea. The results of the structural equation modeling indicated that altruistic value significantly influenced only attitude toward eco-travel, which positively affected attitude toward the destination, destination loyalty, environmentally responsible behavior, and positive word-of-mouth about the eco-travel. Attitude toward the destination significantly influenced destination loyalty. Based on these results, this study provided several theoretical and managerial implications for a sustainable nature-based destination.