Exploring Determinants of Tourists’ Ethical Behavior Intention for Sustainable Tourism: The Role of Both Pursuit of Happiness and Normative Goal Framing

Abstract

This study explored variables that determine outbound Korean tourists’ ethical behavior intention during their visits of Southeast Asian countries and analyzed the influencing relationship between them in an integrated manner. The results from the partial least squares path modeling of the R statistical program demonstrate that the pursuit of hedonic and eudaimonic motives plays a positive role in activating normative goal framing which supports tourists’ ethical behavior intention. This study therefore empirically proved the important roles of both the pursuit of happiness in daily life and normative goal framing as motivators that enhance ethical behavior intention at tourist destinations to achieve the goal of sustainable tourism after the pandemic.