Measuring environmental responsible behavior through experience quality, perceived value, and tourist satisfaction from the perspectives of tourists in natural sites

Anil Kumar, Westminster International University in TashkentFollow
Suman Lata, Amity Institute of Travel & TourismFollow

Abstract

This study aims to examine environmentally responsible behavior through experience quality, perceived value, and tourist satisfaction while explaining responsible behavior of tourists towards the environment in the natural sites of Madhya Pradesh, India. The theoretical framework proposed is based on literature. Structural equation modeling (SEM) was employed using partial least squares (PLS) 3.0 software to test the model fit and hypotheses. The data was collected using random sampling from 131 tourists at these natural sites who participated in the survey through a questionnaire. The analysis showed a good fit for the environmentally responsible behavior study model. The results suggested that experience quality and perceived value are significantly associated with tourist satisfaction, and experience quality significantly impacts the perceived value. Furthermore, environmentally responsible behavior depends on the satisfaction of the tourists. India is too large to include all areas, and this study was limited to only four natural sites situated in the Indian state of Madhya Pradesh. The results thus cannot be generalized. Responsible environmental behavior can be promoted through tourist satisfaction with the natural sites. Those people responsible for marketing the natural sites must learn and adopt strategies that effectively help them communicate different dimensions of experience quality and perceived value to the tourists.

Keywords

nature tourism, eco-tourism, quantitative research, nature image, destination attraction, India

Chinese Abstract

测量自然景点游客视角下的体验质量、感知价值和满意度对环境负责任行为的影响

本研究旨在通过体验质量、感知价值和游客满意度来解释印度中央邦自然景点游客对环境的负责任行为。基于文献研究，本研究提出理论框架，采用偏最小二乘法（PLS）3.0软件进行结构方程建模（SEM），对模型拟合度和假设进行检验。本研究通过问卷随机抽样的方式，采集了131名在自然景点参与调查的游客。分析表明，环境负责任行为研究模型的拟合度良好。体验质量和感知价值与游客满意度显著相关，而体验质量显著影响感知价值。此外，游客的环境负责任行为取决于他们的满意度。由于印度地域辽阔，本研究仅限于中央邦的四个自然景点，因此结论的普遍性有待商榷。由于游客对自然景点的满意度可以促进他们负责任的环境行为，负责推广自然景点的营销人员必须学习并采用有效的策略向游客传达体验质量和感知价值的不同维度。

关键词：自然旅游、生态旅游、定量研究、自然形象、目的地吸引力、印度

ORCID Identifiers

Anil Kumar: https://orcid.org/0000-0001-9057-6043

Suman Lata: https://orcid.org/0000-0002-9862-0739

DOI

10.5038/2640-6489.7.2.1186

Recommended Citation

Kumar, A., & Lata, S. (2022). Measuring environmental responsible behavior through experience quality, perceived value, and tourist satisfaction from the perspectives of tourists in natural sites. Journal of Global Business Insights, 7(2), 166-183. https://www.doi.org/10.5038/2640-6489.7.2.1186