Cognitive connections in visitor loyalty towards environmental sustainability at World Expo 2020

Abstract

ABSTRACT This study investigates the intricate relationship among environmental attitudes, mindfulness, behavioural intentions, and destination loyalty within the eco-friendly setting of World Expo 2020 Dubai. Examining the biophilia hypothesis and Attention Restoration Theory (ART), the research explores how visitors’ cognitive connections with ‘human-made’ natural environments impact their commitment to environmental sustainability. Through analysis of two-stage data from a diverse cohort spanning over 30 nations, the study reveals both direct and indirect effects of environmental attitudes on destination loyalty. The findings highlight the significance of fostering environments conducive to positive environmental attitudes and mindfulness practices, which can bolster visitor commitment to sustainable behaviours and loyalty to eco-conscious destinations. Tailored communication strategies and engagement initiatives are essential to address cognitive nuances among diverse visitor demographics, advancing efforts to promote environmentally sustainable behaviours. This study also offers valuable insights into the cognitive factors influencing visitor behaviour at large-scale events, with practical implications for enhancing sustainability practices and fostering enduring dedication to eco-conscious tourism experiences. Methodologically, the study emphasizes the importance of broader sampling strategies to enhance external validity and mitigate potential self-report bias.