Convention Tourism and Sustainability: Exploring Influencing Factors on Delegate Green Behavior That Reduce Environmental Impacts

Abstract

Despite the steady growth of the convention tourism industry, little is known about the stimulation of delegates’ green behaviors during their convention travel. This research sought to elucidate delegates’ green behavioral intentions by taking the role of green attitudes, social norms, eco-concern, personal moral obligation, and green behaviors in daily life into account. A quantitative approach employing a survey methodology was utilized for the attainment of research goals. Our results revealed that green attitudes, social norms, eco-concern, and personal moral obligation were significant determinants of delegates’ green behavioral intentions. Among these determinants, eco-concern had a salient effect on delegates’ intention to practice conservation behaviors, whereas personal moral obligation had a prominent role in inducing their willingness to sacrifice. Moreover, our results uncovered that green behaviors in daily life were a moderator in maximizing the influence of green attitudes, eco-concern, and personal moral obligation on the intention to practice conservation behaviors and in maximizing the effect of social norms on the willingness to sacrifice.