Journal
TOURISM REVIEW
Volume -, Issue -, Pages -Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/TR-06-2023-0373
Keywords
Eco-friendly attitudes; Tourists' green self-image; Autonomous vehicles; Adoption motivations; Tourist pro-environmental behavior
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This study examines the impact of autonomous vehicles adoption motivations on tourists' pro-environmental behavior and verifies the mediating role of tourists' green self-image. The findings reveal the significance of eco-friendly attitude, green self-image, and autonomous vehicles adoption motivations in predicting tourists' pro-environmental behavior.
Purpose This study aims to examine the impact of autonomous vehicles adoption motivations (i.e. technological, ecological and intrinsic motivation) on tourists' pro-environmental behavior and verify the mediating role of tourists' green self-image between the relationship of eco-friendly attitudes and autonomous vehicles adoption motivations.Design/methodology/approach The data from 586 national and international tourists were analyzed using the partial least squares method.Findings The findings revealed that eco-friendly attitude is a significant predictor of tourists' green self-image; tourists' green self-image is a significant predictor of autonomous vehicles adoption motivations; and autonomous vehicles adoption motivations are significant predictors of tourists' pro-environmental behavior. In addition, tourists' green self-image mediated the relationship between eco-friendly attitudes and autonomous vehicles adoption motivations.Originality/value These outcomes provide valuable guidance for the future development of green destination tourism and allow interesting implications for the tourism industry and autonomous vehicles adoption.
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