Altruistic values and environmental knowledge as triggers of pro-environmental behavior among tourists

This study used the value-attitude-behaviour model to test the hypothesized impacts of altruistic values and attitudes on environmentally responsible behaviour and destination loyalty. The study uses tourists’ environmental knowledge as a moderator in the proposed relationship. The participants were South Korean tourists visiting Jeju Island, a premier eco-destination that is experiencing a large influx of tourists. The results indicate the important role of altruistic values, attitudes, and environmental knowledge within the context of nature-based tourism. The study provides implications for managing a nature-based destination in a sustainable manner.