Environmentally Responsible Behaviors in the Context of Knowledge Belief Norm Theory: Evaluation Based on Travel Purpose

Abstract

Tourist destinations play a therapeutic role in reducing the mental and physical fatigue that individuals experience due to their work lives and responsibilities. In this context, the study aimed to examine the environmentally responsible behaviors of tourists visiting Safranbolu based on destination types, within the framework of the Knowledge-Belief-Norm (KBN) theory. The decision-making process was analyzed by comparing nature-centered, cultural heritage-centered, and city tourism visits. Safranbolu was selected as a sample in this descriptive research study, and data were collected via a survey from 274 participants. Hypotheses were tested using structural equation modeling using SmartPLS. Findings indicated that biospheric value and environmental knowledge positively influence ecological worldview, which in turn influences awareness of consequences, and awareness positively influences ascription of responsibility, personal norms, and environmentally responsible behavior. Multi-group analysis revealed a higher level of influence on the biospheric value–ecological worldview relationship among natural resource-focused visitors. Cultural heritage-focused visitors had a higher level of influence on the environmental knowledge–ecological worldview relationship compared to city tour visitors. City tour visitors have a greater impact on the ecological worldview-consequences relationship.

Keywords

• Knowledge Belief Norm Theory
• Environmentally responsible behavior
• Travel
• Tourism
• Destination

Bilgi İnanç Norm Teorisi Bağlamında Çevreye Sorumlu Davranışlar: Seyahat Amacına Göre Değerlendirme

Abstract

Turistik destinasyonlar, bireylerin çalışma yaşamı ve sorumluluklarından kaynaklanan zihinsel ve fiziksel yorgunluklarını azaltmada iyileştirici bir rol üstlenmektedir. Bu bağlamda çalışmanın amacı, Bilgi-İnanç-Norm (BİN) teorisi çerçevesinde Safranbolu’yu ziyaret eden turistlerin çevreye yönelik sorumlu davranışlarını, destinasyon türlerine göre incelemektir. Doğa merkezli, kültürel miras merkezli ve şehir turizmi amaçlı ziyaretler karşılaştırılarak karar süreci analiz edilmiştir. Tanımlayıcı araştırma desenine sahip çalışmada örneklem olarak Safranbolu seçilmiş; 274 katılımcıdan anket yoluyla veri toplanmıştır. SmartPLS programı kullanılarak yapısal eşitlik modeli ile hipotezler test edilmiştir. Bulgulara göre, biyosferik değer ve çevresel bilgi, ekolojik dünya görüşünü; bu görüş, sonuçların farkındalığını; farkındalık ise sırasıyla sorumluluk yüklemeyi, kişisel normu ve çevresel duyarlı davranışı pozitif yönde etkilemektedir. Çoklu grup analizine göre, biyosferik değer–ekolojik dünya görüşü ilişkisinde etki düzeyi doğal kaynak odaklı ziyaretçilerde daha yüksek çıkmıştır. Çevresel bilgi–ekolojik dünya görüşü ilişkisinde kültürel miras odaklı ziyaretçiler, şehir turu ziyaretçilerine kıyasla daha yüksek etki düzeyine sahiptir. Ekolojik dünya görüşü–sonuçların farkındalığı ilişkisinde ise şehir turu ziyaretçilerinin etkisi daha fazladır.

Keywords

• Bilgi İnanç Norm Teorisi
• Çevreye sorumlu davranış
• Seyahat
• Turizm
• Destinasyon

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