Purpose

Tourists’ irresponsible behaviours (e.g. damaging flowers, writing and painting on the walls and throwing waste material in the water and around the sea site) damage the coastal environment. The irresponsible behaviour of tourists has raised concerns about the sustainability of the coastal tourism environment. The purpose of this study is to identify and explain the behavioural patterns of tourists that can influence the environmentally responsible behaviours (ERBs) of tourists, particularly in the context of coastal tourism. The study aims to provide a theoretical and practical explanation of destination image and perceived destination value (PDV) in shaping ERB with the mediating role of destination social responsibility (DSR) among tourists at the coastal touring destination.

Design/methodology/approach

The study used a quantitative research design and data were gathered from the five beaches in Karachi. Structured equation model was used to analyse the direct and mediating effect while stepwise regression was used to analyse the moderating effect of DSR. The results of the direct effect showed that cognitive image has a significant effect on the affective image, while the insignificant effect on conative image and ERB. While the affective image has a significant effect on conative and ERB, and finally, results showed a significant effect of conative image on ERB. Results of the study revealed that PDV significantly mediated the relationship between cognitive, affective and conative destination image and ERB. Finally, the study’s results revealed that DSR has significantly moderated the relationship between affective, conative destination image, PDV and ERB.

Findings

The results are divided into three categories, direct effect, mediating effect and moderating effect. The results of the direct effect showed that cognitive image has a significant effect on the affective image, while the insignificant effect on conative image and ERB. While affective image has a significant effect on conative and ERB, and finally, results showed a significant effect of conative image on ERB. It is found in the results that PDV significantly mediated the relationship between cognitive, affective and conative destination image and ERB. Finally, the study’s results revealed that DSR has significantly moderated the relationship between affective, conative destination image, PDV and ERB.

Research limitations/implications

First, data has been collected from a single geographic area of Pakistan. Therefore, cross-country data are required to compare the ERB of tourists. Second, only local respondents are considered in the study; future studies may include foreign tourists as well. Finally, data has been collected during one month in summer, which may have measured the experience of only summer. The respondent may have different perceived values and destination images during winter. The future study may split data collection into summer and winter to cover diverse perceptions of tourists.

Social implications

It is almost impossible for coastal destinations to achieve a competitive advantage without attaining sustainable coastal environments. Clean and green beaches and responsible behaviour towards marine mammals can only be achieved through tourists’ ERB. This study has major contributions towards society by reserving the natural environment of coastal areas.

Originality/value

This research will significantly contribute to the existing literature by extending the ERB knowledge through the theoretical lens of cognitive-affective-conative models and social expectancy theory. Moreover, PDV as a mediator and DSR as a moderator will enhance the understanding of ERB and extend the existing literature. Further research has provided a strong understanding of how cognitive, effective and conative image helps in influencing the ERB of tourists. Moreover, research will benefit destination managers and policymakers to enhance the image and perceived value of touring destinations. Finally, this study is a unique attempt to present a comprehensive model which could be applicable to diverse situations and areas.

中文翻译：

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了解沿海旅游目的地游客的环境责任行为

目的

游客不负责任的行为（如损坏花卉、在墙上写画、向水中和海域周围扔垃圾等）破坏了沿海环境。游客不负责任的行为引发了人们对滨海旅游环境可持续性的担忧。本研究的目的是确定并解释可以影响游客环境责任行为 (ERB) 的游客行为模式，特别是在沿海旅游背景下。本研究旨在为沿海旅游目的地游客中目的地形象和目的地感知价值（PDV）在塑造 ERB 过程中以及目的地社会责任（DSR）的中介作用提供理论和实践解释。

设计/方法论/途径

该研究采用定量研究设计，数据是从卡拉奇的五个海滩收集的。采用结构化方程模型分析直接作用和中介作用，采用逐步回归分析DSR的调节作用。直接效应结果表明，认知意象对情感意象有显着影响，而对意意意象和ERB影响不显着。而情感意象对意动意象和ERB都有显着影响，最终结果表明意意意象对ERB有显着影响。研究结果表明，PDV 显着介导认知、情感和意向目的地意象与 ERB 之间的关系。最后，研究结果表明，DSR 显着调节了情感、意向目的地图像、PDV 和 ERB 之间的关系。

发现

结果分为直接效应、中介效应和调节效应三类。直接效应结果表明，认知意象对情感意象有显着影响，而对意意意象和ERB影响不显着。而情感意象对意动意象和ERB都有显着影响，最后结果表明意意意象对ERB有显着影响。结果发现，PDV显着介导认知、情感和意向目的地意象与ERB之间的关系。最后，研究结果表明，DSR 显着调节了情感、意向目的地图像、PDV 和 ERB 之间的关系。

研究局限性/影响

首先，数据是从巴基斯坦的单个地理区域收集的。因此，需要跨国数据来比较游客的ERB。其次，研究中仅考虑当地受访者；未来的研究可能也包括外国游客。最后，收集了夏季一个月的数据，这可能只测量了夏季的经历。受访者在冬季可能有不同的感知价值和目的地形象。未来的研究可能会将数据收集分为夏季和冬季，以涵盖游客的不同看法。

社会影响

如果没有可持续的沿海环境，沿海目的地几乎不可能获得竞争优势。清洁和绿色的海滩以及对海洋哺乳动物负责任的行为只能通过游客的 ERB 来实现。这项研究通过保护沿海地区的自然环境对社会做出了重大贡献。

原创性/价值

这项研究将通过认知-情感-意动模型和社会期望理论的理论视角扩展 ERB 知识，对现有文献做出重大贡献。此外，PDV作为调解者和DSR作为调解者将增强对ERB的理解并扩展现有文献。进一步的研究使人们对认知、有效和意动的形象如何影响游客的 ERB 有了更深入的了解。此外，研究将使目的地管理者和政策制定者受益，以提高旅游目的地的形象和感知价值。最后，本研究是提出一个可适用于不同情况和领域的综合模型的独特尝试。