What Motivates Delegates’ Conservation Behaviors While Attending a Convention?

ABSTRACT

In this study, we attempted to predict delegates’ decision to act pro-environmentally while attending a convention by broadening the value-belief-norm (VBN) theory with descriptive and injunctive social norms. Findings from the modeling comparison and structural analysis indicated that having a superior ability than that of the original VBN theory, our extended framework satisfactorily accounted for the variance in intention. In addition, the proposed relationships within the model were generally supported. Moreover, the criticality of injunctive and personal norms in determining intention was found. A sequential mediating framework of the VBN model was also identified to be effective.

KEYWORDS:

• Convention
• sustainable tourism
• value-belief-norm (VBN)
• social norms

Additional information

Funding

This work was supported by Dongseo University, “Dongseo Frontier Project” Research Fund of 2015.

Notes on contributors

Heesup Han

Heesup Han, PhD, is Associate Professor, College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747 Republic of Korea (E-mail: [email protected]).

Jinsoo Hwang

Jinsoo Hwang, PhD, is Assistant Professor, Division of Tourism, Dongseo University, 47 Jurye-ro, Sasang-gu, Busan 617-716, Republic of Korea (E-mail: [email protected]).