Protecting coastal tourism through developing tourists' environment responsible behaviour

Abstract

Though the growth of the tourism industry has created economic and social opportunities, it has also hurt the environment and natural resources of the tourist destinations. It is observed that most of the environmental issues at tourist destinations arise due to the ignorant behaviour of tourists. Current research has addressed the environmentally responsible behaviour (ERB) of tourists at the destination with the help of the socio-emotional interaction dimension, including tourists' positive contact with the resident (PCR), emotional solidarity with residents (ESR), and residents, ERB. To achieve the study's objectives, the study has employed the simulation-organism-response (S–O-R) model and social exchange theory (SET) to analyse the influence of the socio-emotional dimensions of interaction between tourists and residents on the tourist's ERB. The study employed a quantitative survey-based casual research design. Data was gathered from tourists who visited four selected coastal destinations in Karachi, Pakistan. One thousand questionnaires were distributed, among which 914 were used for data analysis. Results for direct effect show that PCR, ESR, and residents' ERB significantly and positively affect tourists' ERB. The indirect effect shows that perceived destination trust significantly and positively mediates the effect of PCR, ESR, and residents' ERB on tourist ERB. Finally, moderation results showed that perceived destination reputation has significantly and positively moderated the effect of PCR and ESR on residents' ERB on tourist ERB. Research has several theoretical and practical contributions. Management implications1.Based on the results, socio-emotional interaction between tourists and residents leads to tourists' environmentally responsible behaviour. So, the following are the proposed strategies for managers to improve the residents' and tourist's interaction.a.Destination management should involve residents and tourists in local festivals, cooking competitions, interaction games, cultural games, and quiz competitions.b.Destination management should arrange night walking tours for tourists. Residents of local communities should take tourists to their neighbourhood and give them the experience of local culture and living patterns.c.Destination management should arrange seminars and training workshops for service providers and tourism employees to improve their interaction with tourists.d.Policymakers should develop strict laws at the destination to protect tourists from scams and irresponsible business activities.e.Destination marketers should influence residents' environmentally responsible behaviour by arranging environment protection awareness seminars and workshops.2.Managers should develop the following strategies to improve tourists' perceived destination trust and perceived destination reputation.a.To enhance destination trust, destination managers should develop a responsive online mobile-based complaint system for tourists.b.Destination managers should provide services such as hotel reservations, airline tickets, cab facilities booking, tourist guides, and food delivery on a single online mobile app.c.Online satisfaction surveys to measure tourists' post-visit behaviour can enhance perceived destination trust.d.Sharing attractive content related to the destination on Twitter, Facebook, YouTube, and Instagram can enhance tourists' perceived destination reputation.