doi: 10.18178/ijssh.2023.V13.1160
Exploring Factors Affecting Gen Y Tourists’ Pro-environmental Behavior in China
Xiao Yue
*
,
- School of Business and Economics, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia; School of Tourism Management, Guilin Tourism University, 541006 Liangfeng Road 26, Yanshan District, Guilin City, Guangxi, China.
Abstract
This research explores factors that affect Gen Y tourists' pro-environmental behavior (TPEB) in China. The research has employed an exploratory case study method and conducted in-depth interviews with 30 Gen Y tourists from China. The interviews were carried out through an online platform (i.e., QQ) to keep appropriate social distancing to avoid spreading the virus due to the recent Covid-19 pandemic. The unit of analysis of this research is the individual Gen Y tourist. The study has discovered that several factors have affected Gen Y TPEB. Among all are personal factors (demographic, psychological, emotional) and environmental factors (direct contextual, indirect contextual, background). In addition, tourist-to-tourist interaction has the most significant effect on TPEB. The research contributes significantly to the theoretical and empirical developments that enrich the pro-environmental behavior and tourism literature.
Keywords
- China
- Gen Y
- tourism
- tourist pro-environmental behavior
- tourist-to-tourist interaction
How to Cite
Xiao Yue and Yee Choy Leong, "Exploring Factors Affecting Gen Y Tourists’ Pro-environmental Behavior in China," International Journal of Social Science and Humanity, vol. 13, no. 4, pp. 286-290, 2023. https://doi.org/ 10.18178/ijssh.2023.V13.1160
Copyright & License
Copyright © 2023 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).