The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior
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Date
2012
Journal Title
Journal ISSN
Volume Title
Publisher
Elservier
Abstract
This study examined the effect of environmentally friendly perceptions on the behavioral intention of
visitors at the Boryeong Mud Festival in South Korea. The results of the on-site survey (N ¼ 400) reveal
that three environmentally friendly perceptions formed positive and significant causal relationships with
the constructs in the extended model of goal-directed behavior (EMGB). Attitude, subjective norm, and
positive anticipated emotion affected desire, which, in turn, influenced the behavioral intention. Three
elements, volitional, non-volitional, and emotional aspects, were proven to be crucial in comprehending
the perceptions and behaviors of the nature-based festival attendees. The findings of this study will shed
light on a better understanding of the decision-making processes of festival visitors when environmental
issues are incorporated.
Description
Tourism Management 33 (2012) 1417e1428
Keywords
Mud festival,Model of goal-directed behavior,Environmental constructs,Decision-making process