ENVIRONMENTALLY RESPONSIBLE BEHAVIOR OF TOURISTS IN COGNITIVE, AFFECT AND ATTITUDE ASPECTS: AN INTEGRATED APPROACH TO SUSTAINABLE TOURISM DESTINATION

Abstract

In this research environmental responsible behaviors of tourists visiting sustainable tourism destinations are examined. The process of cognition-affection-attitude-behavior is examined in the study. Cognition refers to environmental knowledge, affection refers to environmental sensitivity, attitude refers to place attachment and behavior refers to Environmentally Responsible Behavior (ERB). 233 tourists visiting Trabzon's Uzungol destination were included in the research. Structural equality model is used in the Smart PLS program to explore the relationship between variables. The results point that sustainable development knowledge has no effect on environmental sensitivity, but environmental protection knowledge positively affects environmental sensitivity. In addition, it has been determined that environmental sensitivity positively affects place identity and place dependence. Finally, place dependence positively affects general ERB and specific ERB. However, while place identity positively affects the general ERB, it does not have a significant effect on the specific ERB. The results of the research reveal the importance of activities that increase the level of environmental knowledge for sustainable tourism destinations. In addition, in-service training for tour guides and tourism managers is expected to be beneficial.