Abstract
ABSTRACT This study aims to explain Asian traveler behaviors concerning ethical animal tourism, using the value-attitude-behavior model as the research framework. Through structural equation modeling analysis, critical factors for developing ethical behavior in animal tourism were verified. This research enhances the tourism literature by 1) incorporating Confucian harmony as an influencing cultural value and confirmed its essential role in the animal tourism context, and 2) verifying the significance of ethical beliefs as an important predictor for awareness and attitude, which subsequently induce responsible behaviors. Furthermore, the findings suggest how industry professionals could influence travelers’ behavior in an ethical manner.
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