From biospheric values to tourists’ ecological compensation behavioural willingness: a comprehensive model test based on the value-identity-personal norm and normative activation

Abstract

This study introduced the emotional factor of empathy with nature and constructed a comprehensive model comprising the value-identity-personal norm and the normative activation models to examine the formation mechanism of tourists’ ecological compensation behavioural willingness (ECBW). Furthermore, it analysed the effects of biospheric values, environmental self-identity, empathy with nature, personal norms, and ascription of responsibility on ECBW via structural equation modelling. The findings show that except for the construct of biospheric values, all variables directly affect the ECBW. Environmental self-identity and empathy with nature fully mediate biospheric values and ECBW, respectively, suggesting that there is an arousal mechanism between biospheric values and ECBW. The comprehensive model in this study had a stronger predictive power in explaining ECBW than the two single models. This study revealed the formation mechanism of tourists’ ECBW and regards it as a subdimension of environmentally responsible behaviour (ERB) with compensatory features that broaden the understanding of ERB. It also extends the theoretical framework of ERB research by focusing on specific natural-emotional factors. This study has management implications for tourism destinations to strengthen tourists’ ECBW.