Abstract
ABSTRACT This study employed the stimulus – organism – response framework to explore the relationships between destination social responsibility (DSR), environmental sensitivity (ES), and environmentally responsible behavior (ERB), and to verify the mediating role of ES and moderating role of DSR. Convenience sampling was performed to survey 391 tourists who visited the Shanmei and Ruili communities in Alishan, Taiwan, and structural equation modeling was used to verify the aforementioned mediating and moderating relationships. The results revealed that perceived DSR positively influenced the relationship between ES and ERB in tourists and that ES positively influenced ERB. When tourists perceived a high level of DSR, their ES increased, which in turn promoted ERB; therefore, ES played a mediating role in the relationship between DSR and ERB. Additionally, a high level of perceived DSR strengthened the relationship between ES and ERB in tourists. The findings of this study have management implications and provide future research directions.
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