Advanced search
Publication Cover
Journal of Sustainable Tourism Volume 25, 2017 - Issue 2
Submit an article Journal homepage
3,439
Views
79
CrossRef citations to date
0
Altmetric
Original Articles

Tourists' perceptions of responsibility: an application of norm-activation theory

Jun GaoSchool of Tourism Management, Sun Yat-sen University, Guangzhou, P. R. China;Waikato Management School, The University of Waikato, Hamilton, New ZealandView further author information
,
Zhuowei (Joy) HuangDepartment of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, Champaign, IL, USA;UIUC-SYSU International Joint Lab for National Park Research (Zhangjiajie), University of Illinois at Urbana-Champaign, Champaign, IL, USAView further author information
&
Chaozhi ZhangSchool of Tourism Management, Sun Yat-sen University, Guangzhou, P. R. China;UIUC-SYSU International Joint Lab for National Park Research (Zhangjiajie), Sun Yat-sen University, Guangzhou, P. R. ChinaCorrespondence[email protected]
View further author information
Pages 276-291 | Received 15 Jun 2015, Accepted 12 Jun 2016, Published online: 08 Jul 2016

Citations (79)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (26)

Hongliang Qiu, Xiongzhi Wang, Wei Wei, Alastair M. Morrison & Mao-Ying Wu. (2023) Breaking bad: how anticipated emotions and perceived severity shape tourist civility?. Journal of Sustainable Tourism 31:10, pages 2291-2311.
Read now
Biyi Liang, Zhengsheng Zhang, Nianjie Zhang & Qinghua Feng. (2023) Heterogeneity of residents’ heritage responsibilities in the process of cultural communication: the case of the Genglubu heritage site in Tanmen, China. International Journal of Heritage Studies 29:9, pages 881-907.
Read now
Nga Thi Thanh Nguyen, Tuan Huu Tran, Linh Thi Thuy Phan & Xuan Thi Thanh Le. (2023) How Responsible Tourism Behavioral Intentions Influence Tour Choices: Effects of Economic, Socio-Cultural, and Environmental Responsibility. International Journal of Hospitality & Tourism Administration 0:0, pages 1-29.
Read now
Zhimeng Xu, Gang Yang, Lijun Wang, Lufang Guo & Zhangyu Shi. (2023) How does destination psychological ownership affect tourists’ pro-environmental behaviors? A moderated mediation analysis. Journal of Sustainable Tourism 31:6, pages 1394-1412.
Read now
Shuochen Xiao, Lei Li, Jing Ma, Dan Liu & Jiahao Li. (2023) A study of residents’ intentions to participate in the renovation of older communities under the perspective of urban renewal: evidence from Zhangjiakou, China. Journal of Asian Architecture and Building Engineering 22:3, pages 1094-1109.
Read now
Mario D’Arco, Vittoria Marino & Riccardo Resciniti. (2023) Exploring the pro-environmental behavioral intention of Generation Z in the tourism context: the role of injunctive social norms and personal norms. Journal of Sustainable Tourism 0:0, pages 1-22.
Read now
Yolanda Salinero, Girish Prayag, Mar Gómez-Rico & Arturo Molina-Collado. (2022) Generation Z and pro-sustainable tourism behaviors: internal and external drivers. Journal of Sustainable Tourism 0:0, pages 1-20.
Read now
Rami K. Isaac. (2022) Occupation, colonisation, and apartheid tourism in Israeli settlements in occupied palestine. Tourism Recreation Research 0:0, pages 1-15.
Read now
Jennifer Frost & Warwick Frost. (2022) Exploring prosocial and environmental motivations of frontier tourists: implications for sustainable space tourism. Journal of Sustainable Tourism 30:9, pages 2254-2270.
Read now
Xiaoting Chi, Heesup Han & Seongseop (Sam) Kim. (2022) Protecting yourself and others: festival tourists’ pro-social intentions for wearing a mask, maintaining social distancing, and practicing sanitary/hygiene actions. Journal of Sustainable Tourism 30:8, pages 1915-1936.
Read now
Ana B. Casado-Díaz, Franco Sancho-Esper, Carla Rodriguez-Sanchez & Ricardo Sellers-Rubio. (2022) Tourists’ water conservation behavior in hotels: the role of gender. Journal of Sustainable Tourism 30:7, pages 1518-1538.
Read now
Chang-Young Jeon, Woon-Gang Song & Hee-won Yang. (2022) Process of forming tourists’ pro-social tourism behavior intentions that affect willingness to pay for safety tourism during the COVID-19 pandemic: a comparative analysis of South Korea and China. Asia Pacific Journal of Tourism Research 27:4, pages 357-373.
Read now
Peter O’Connor & Guy Assaker. (2022) COVID-19’s effects on future pro-environmental traveler behavior: an empirical examination using norm activation, economic sacrifices, and risk perception theories. Journal of Sustainable Tourism 30:1, pages 89-107.
Read now
Muhammad Abid Saleem, Jing Li & Hannan Afzal. (2021) Protect for affinity? The role of destination brand engagement in forming environmentally responsible tourist behaviours. Journal of Sustainable Tourism 29:8, pages 1344-1364.
Read now
Ping Li, Chris Ryan & Zhou Bin. (2020) The motivations of Chinese hikers: data from Ningbo. Current Issues in Tourism 23:23, pages 2893-2909.
Read now
Bo Meng, Bee-Lia Chua, Hyungseo Bobby Ryu & Heesup Han. (2020) Volunteer tourism (VT) traveler behavior: merging norm activation model and theory of planned behavior. Journal of Sustainable Tourism 28:12, pages 1947-1969.
Read now
Xinxin Zhao, Xiaofeng Wang & Lujie Ji. (2020) Evaluating the effect of anticipated emotion on forming environmentally responsible behavior in heritage tourism: developing an extended model of norm activation theory. Asia Pacific Journal of Tourism Research 25:11, pages 1185-1198.
Read now
Wee-Kheng Tan & Chan-Yu Lin. (2020) Driverless car rental at tourist destinations: from the tourists’ perspective. Asia Pacific Journal of Tourism Research 25:11, pages 1153-1167.
Read now
Enrique Bigné, Marina Zanfardini & Luisa Andreu. (2020) How online reviews of destination responsibility influence tourists’ evaluations: an exploratory study of mountain tourism. Journal of Sustainable Tourism 28:5, pages 686-704.
Read now
Nick Towner & Jérémy Lemarié. (2020) Localism at New Zealand surfing destinations: Durkheim and the social structure of communities. Journal of Sport & Tourism 24:2, pages 93-110.
Read now
Hongmei Zhang & Yechen Zhang. (2019) Comparing fsQCA with PLS-SEM: predicting intended car use by national park tourists. Tourism Geographies 21:4, pages 706-730.
Read now
Kourosh Esfandiar, Joanna Pearce & Ross Dowling. (2019) Personal norms and pro-environmental binning behaviour of visitors in national parks: the development of a conceptual framework. Tourism Recreation Research 44:2, pages 163-177.
Read now
Heesup Han, Jongsik Yu, Hyeon-Cheol Kim & Wansoo Kim. (2018) Impact of social/personal norms and willingness to sacrifice on young vacationers’ pro-environmental intentions for waste reduction and recycling. Journal of Sustainable Tourism 26:12, pages 2117-2133.
Read now
Eunkyoung Park, SoJung Lee, Choong-Ki Lee, Jinok Susanna Kim & Nam-Jo Kim. (2018) An integrated model of travelers’ pro-environmental decision-making process: the role of the New Environmental Paradigm. Asia Pacific Journal of Tourism Research 23:10, pages 935-948.
Read now
Luu Trong Tuan (Tuan Luu). (2018) Activating tourists' citizenship behavior for the environment: the roles of CSR and frontline employees' citizenship behavior for the environment. Journal of Sustainable Tourism 26:7, pages 1178-1203.
Read now
Jun Gao, Chaozhi Zhang & Zhuowei (Joy) Huang. (2018) Chinese tourists' views of nature and natural landscape interpretation: a generational perspective. Journal of Sustainable Tourism 26:4, pages 668-684.
Read now

Articles from other publishers (53)

Guoquan Wang, Yanbo Yao, Lianping Ren, Si Zhang & Mengyao Zhu. (2023) Examining the role of generativity on tourists’ environmentally responsible behavior: An inter-generational comparison. Journal of Hospitality and Tourism Management 57, pages 303-314.
Crossref
Ashwini V. & P. S. Aithal. (2023) Development of a New Conceptual Model: Consumers’ Purchase Intention towards Eco-friendly Bags. International Journal of Management, Technology, and Social Sciences, pages 154-195.
Crossref
Viachaslau Filimonau, Ayşen Coşkun, Raife Meltem Yetkin Özbük & Vladimir A. Ermolaev. (2023) Like grandmother, like mother, like daughter? Intergenerational influence on consumer intention to reduce food waste. Journal of Cleaner Production 416, pages 137920.
Crossref
Hhye Won Shin, Alei Fan & Hugo Tang. (2023) Choosing green P2P accommodations: For the earth or for me?. International Journal of Hospitality Management 114, pages 103553.
Crossref
Anushree Tandon, Juthamon Sithipolvanichgul, Fahad Asmi, Muhammad Azfar Anwar & Amandeep Dhir. (2023) Drivers of green apparel consumption: Digging a little deeper into green apparel buying intentions. Business Strategy and the Environment 32:6, pages 3997-4012.
Crossref
Jia-Cheng Ji, Yong-Quan Li, Wen-Qi Ruan, Shu-Ning Zhang & Fang Deng. (2023) The persuasive effect of humorous prompts on tourists’ heritage responsible behaviors. Tourism Review.
Crossref
Salman Majeed, Woo Gon Kim & Taeuk Kim. (2023) Perceived green psychological benefits and customer pro-environment behavior in the value-belief-norm theory: The moderating role of perceived green CSR. International Journal of Hospitality Management 113, pages 103502.
Crossref
Kourosh Esfandiar, Joanna Pearce, Ross Dowling & Edmund Goh. (2023) The extended theory of planned behaviour model and national parks visitors' pro-environmental binning behaviour: A cross-cultural perspective. Journal of Outdoor Recreation and Tourism 42, pages 100602.
Crossref
Aijing Liu, Emily Ma, Wenzhong Wei & Hailin Qu. (2023) From bystanders to actioners: A tri-theoretical exploration of residents’ roles in tourist PEBs. Journal of Destination Marketing & Management 28, pages 100778.
Crossref
Anand Jhawar, Prashant Kumar & Duraipandian Israel. (2023) Impact of materialism on tourists’ green purchase behavior: Extended norm activation model perspective. Journal of Vacation Marketing, pages 135676672311783.
Crossref
Daniele Scarpi, Eleonora Pantano & Davit Marikyan. (2023) Consumers' (ir)responsible shopping during emergencies: drivers and concerns. International Journal of Retail & Distribution Management 51:6, pages 791-806.
Crossref
Issahaku Adam. (2022) Rational and Moral Antecedents of Tourists’ Intention to Use Reusable Alternatives to Single-Use Plastics. Journal of Travel Research 62:5, pages 949-968.
Crossref
Fu Chieh Hsu, Su Zhang, Yang Zhang & Timothy J. Lee. (2022) Decision‐making behavior in the sustainable development of intangible cultural heritage tourism. International Journal of Tourism Research 24:6, pages 800-812.
Crossref
Anna M. Solberg & Sarah L. Smiley. (2022) Comparing Tourist and Tour Operator Perceptions of Tourists’ Impacts on the Environment in Tanzania. Environments 9:10, pages 132.
Crossref
Zhuowei Huang, Lisheng Weng & Jigang Bao. (2022) How do visitors respond to sustainable tourism interpretations? A further investigation into content and media format. Tourism Management 92, pages 104535.
Crossref
Diana Falcão & Catarina Roseira. (2022) Mapping the socially responsible consumption gap research: Review and future research agenda. International Journal of Consumer Studies 46:5, pages 1718-1760.
Crossref
Mingming Su, Menghan Wang, Yehong Sun & Ying Wang. (2022) Tourist Perspectives on Agricultural Heritage Interpretation—A Case Study of the Qingtian Rice-Fish System. Sustainability 14:16, pages 10206.
Crossref
Eunhee Erica Ko & Minho Cho. (2022) Exploring Determinants of Tourists’ Ethical Behavior Intention for Sustainable Tourism: The Role of Both Pursuit of Happiness and Normative Goal Framing. Sustainability 14:15, pages 9384.
Crossref
Lan Xue, Xi Y. Leung & Shihan (David) Ma. (2022) What makes a good “guest”: Evidence from Airbnb hosts' reviews. Annals of Tourism Research 95, pages 103426.
Crossref
Wang Shuxin, Tan Chunping, Du Jiankuo, Tang Zi, Liu Chenyan & Wang Yarong. (2022) A Responsible Tourism System at Glacier Tourism Sites: Reducing the Impacts of Tourism Activities on Glaciers. Journal of Resources and Ecology 13:4.
Crossref
Hongxia Lin, Jun Gao & Jian Tian. (2022) Impact of tourist-to-tourist interaction on responsible tourist behaviour: Evidence from China. Journal of Destination Marketing & Management 24, pages 100709.
Crossref
Viachaslau Filimonau, Jorge Matute, Mirosław Mika, Magdalena Kubal-Czerwińska, Kinga Krzesiwo & Aneta Pawłowska-Legwand. (2022) Predictors of patronage intentions towards ‘green’ hotels in an emerging tourism market. International Journal of Hospitality Management 103, pages 103221.
Crossref
Pouria Ataei, Hamid Karimi, Somayeh Moradhaseli & Mohammad Hossain Babaei. (2022) Analysis of farmers’ environmental sustainability behavior: the use of norm activation theory (a sample from Iran). Arabian Journal of Geosciences 15:9.
Crossref
Juan Jiang, Bo Wendy Gao & Xinwei Su. (2022) Antecedents of Tourists’ Environmentally Responsible Behavior: The Perspective of Awe. Frontiers in Psychology 13.
Crossref
Jianxing Wu, Homer C. Wu, Chi-Ming Hsieh & Haywantee Ramkissoon. (2022) Face consciousness, personal norms, and environmentally responsible behavior of Chinese tourists: Evidence from a lake tourism site. Journal of Hospitality and Tourism Management 50, pages 148-158.
Crossref
Mekhala Kaluarachchi, K.G.A.S. Waidyasekara & Raufdeen Rameezdeen. (2021) Antecedents of noise pollution control behaviour of employees of construction companies. Built Environment Project and Asset Management 12:2, pages 277-292.
Crossref
Hsin-Hui (Sunny) Hu & Yung-Kun Sung. (2022) Critical Influences on Responsible Tourism Behavior and the Mediating Role of Ambivalent Emotions. Sustainability 14:2, pages 886.
Crossref
Zhenfeng Cheng & Xin Chen. (2022) The Effect of Tourism Experience on Tourists’ Environmentally Responsible Behavior at Cultural Heritage Sites: The Mediating Role of Cultural Attachment. Sustainability 14:1, pages 565.
Crossref
Erdem AKTAŞ & Avşar KURGUN. (2021) SORUMLU TURİZM YAKLAŞIMI İLE TURİSTİK DESTİNASYONLARIN GELİŞİMİ: FOÇA ÖRNEĞİ. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 23:4, pages 1671-1708.
Crossref
S Hastjarjo, R D Wahyunengseh & S A Hidayah. (2021) Communicating sustainable environment and pro-poor policy in tourism in Indonesia: A discourse network analysis. IOP Conference Series: Earth and Environmental Science 905:1, pages 012143.
Crossref
Valentina Carfora, Giulia Buscicchio & Patrizia Catellani. (2021) Integrating Personal and Pro-Environmental Motives to Explain Italian Women’s Purchase of Sustainable Clothing. Sustainability 13:19, pages 10841.
Crossref
Zhijian Bai & Yang Zhang. (2021) Sustainability of Ski Tourism in China: An Integrated Model of Skiing Tourists’ Willingness to Pay for Environmental Protection. Sustainability 13:16, pages 8883.
Crossref
Ilenia Confente & Daniele Scarpi. (2020) Achieving Environmentally Responsible Behavior for Tourists and Residents: A Norm Activation Theory Perspective. Journal of Travel Research 60:6, pages 1196-1212.
Crossref
Jarkko Saarinen. (2021) Is Being Responsible Sustainable in Tourism? Connections and Critical Differences. Sustainability 13:12, pages 6599.
Crossref
SoJung Lee, Heelye (Jason) Park, Kyung Hee Kim & Choong-Ki Lee. (2021) A moderator of destination social responsibility for tourists’ pro-environmental behaviors in the VIP model. Journal of Destination Marketing & Management 20, pages 100610.
Crossref
Álvaro Dias, Inês Aldana, Leandro Pereira, Renato Lopes da Costa & Nelson António. (2021) A Measure of Tourist Responsibility. Sustainability 13:6, pages 3351.
Crossref
Hongping Zhang & Heather J. Gibson. (2021) Long-Term Impact of Study Abroad on Sustainability-Related Attitudes and Behaviors. Sustainability 13:4, pages 1953.
Crossref
Jana Stuchlikova & Milena Botlikova. (2021) Information accessibility as an important global factor in accessible tourism. SHS Web of Conferences 129, pages 08019.
Crossref
Eneko Ibarnia, Lluís Garay & Antonio Guevara. (2020) Corporate Social Responsibility (CSR) in the Travel Supply Chain: A Literature Review. Sustainability 12:23, pages 10125.
Crossref
Joana Gonçalves, Ricardo Mateus, José Dinis Silvestre & Ana Pereira Roders. (2020) Going beyond Good Intentions for the Sustainable Conservation of Built Heritage: A Systematic Literature Review. Sustainability 12:22, pages 9649.
Crossref
Wenbin Luo, Pei Tang, Li Jiang & Ming Ming Su. (2020) Influencing mechanism of tourist social responsibility awareness on environmentally responsible behavior. Journal of Cleaner Production 271, pages 122565.
Crossref
Xiaoli Zhou, Chengcai Tang, Xingyang Lv & Bo Xing. (2020) Visitor Engagement, Relationship Quality, and Environmentally Responsible Behavior. International Journal of Environmental Research and Public Health 17:4, pages 1151.
Crossref
Erica Mingotto, Federica Montaguti & Luca Scarpellini. 2020. Handbook of Research on Contemporary Consumerism. Handbook of Research on Contemporary Consumerism 110 133 .
Fidel Martínez-Roget, Emilia Vázquez Rozas & Eddy A. Castillo-Montesdeoca. (2020) How Visitors’ Perceived Destination Ethics Impacts their Behavioural Intentions. Tourism and hospitality management 26:2, pages 291-310.
Crossref
Christina Tölkes. (2018) The role of sustainability communication in the attitude–behaviour gap of sustainable tourism. Tourism and Hospitality Research 20:1, pages 117-128.
Crossref
Jesús Manuel López-Bonilla, María del Carmen Reyes-Rodríguez & Luis Miguel López-Bonilla. (2019) Interactions and Relationships between Personal Factors in Pro-Environmental Golf Tourist Behaviour: A Gender Analysis. Sustainability 12:1, pages 332.
Crossref
Woo-Hyuk Kim, Kristin Malek & Kevin R. Roberts. (2019) The effectiveness of green advertising in the convention industry: An application of a dual coding approach and the norm activation model. Journal of Hospitality and Tourism Management 39, pages 185-192.
Crossref
Qiu-Cheng Li & Mao-Ying Wu. (2019) Rationality or morality? A comparative study of pro-environmental intentions of local and nonlocal visitors in nature-based destinations. Journal of Destination Marketing & Management 11, pages 130-139.
Crossref
Hongmei Zhang, Wei Chen, Yechen Zhang, Dimitrios Buhalis & Lin Lu. (2018) National park visitors' car-use intention: A norm-neutralization model. Tourism Management 69, pages 97-108.
Crossref
Woo-Hyuk Kim & Kyung-Sook Kim. (2018) Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model. Sustainability 10:11, pages 3894.
Crossref
Huan Hu, Jinhe Zhang, Guang Chu, Jinhua Yang & Peng Yu. (2018) Factors influencing tourists’ litter management behavior in mountainous tourism areas in China. Waste Management 79, pages 273-286.
Crossref
Wangfei Wang, Jianxing Wu, Mao-Ying Wu & Philip L. Pearce. (2018) Shaping tourists’ green behavior: The hosts’ efforts at rural Chinese B&Bs. Journal of Destination Marketing & Management 9, pages 194-203.
Crossref
Guiqiang Qiao & Jun Gao. (2017) Chinese Tourists’ Perceptions of Climate Change and Mitigation Behavior: An Application of Norm Activation Theory. Sustainability 9:8, pages 1322.
Crossref

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.