Embarking on the trail of sustainable harmony: Exploring the nexus of visitor environmental engagement, awareness, and destination social responsibility in natural parks

• Published in: Journal of destination marketing & management 2023-12, Vol.30, p.100821, Article 100821
• Main Authors: Pourhossein, Mehdi, Baker, Bradley J., Dousti, Morteza, Behnam, Mohsen, Tabesh, Saeid
• Format: Article
• Language: English
• Subjects: Consumer engagement; Destination social responsibility; Eco-tourism; Nature-based destination; Tourism
• ISSN: 2212-571X; 2212-5752
• DOI: 10.1016/j.jdmm.2023.100821

The importance of pro-environmental behavior of tourists in nature-based public destinations is undeniable. This study investigates the role of perceived environment quality and environmental awareness on pro-environmental behavior through environmental engagement. The moderation role of social destination social responsibility on the association between environmental engagement and pro-environmental behavior is additionally examined. Based on survey responses (N = 394) from visitors of a nature-based public park (Melal Park of Sari, Iran) and using structural equation modeling, environmental engagement is introduced as a key antecedent of pro-environmental behavior. Results establish positive associations of perceived environment quality on pro-environmental behavior mediated through environmental engagement, although do not provide evidence for an indirect effect of environmental awareness on pro-environmental behavior. Destination social responsibility positively moderated the relationship between environmental engagement and pro-environmental behavior. Improving visitors' perception and impression of the park's environmental quality establishes a psychological and behavioral bond resulting in minimizing environmental damage. Merely increasing environmental awareness is insufficient to cause visitors to engage in pro-environmental behavior. Lastly, the article provides suggestions to park managers on ways to implement practical social responsibility solutions to strengthen visitors' pro-environmental behavior. •Environmental engagement is a strong driver of pro-environmental behavior•Destination social responsibility enhances the effect of environmental engagement•Environmental awareness and environment quality drive environmental engagement•Environment quality supports pro-environmental behavior mediated through engagement•Environmental awareness alone is insufficient to lead to pro-environmental behavior