The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior |
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| Authors: | Hak Jun Song Choong-Ki Lee Soo K. Kang Sug-jin Boo |
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| Affiliation: | 1. Department of Hotel & Convention Management, College of Tourism & Fashion, Pai Chai University, 14 Yeon-Ja 1 Gil, Seo-gu, Daejeon 302-735, South Korea;2. College of Hotel and Tourism Management, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, South Korea;3. Hospitality Management, Colorado State University, 214E Gifford, Fort Collins, CO 80523-1571, USA;4. Dept. of Tourism and Leisure Management, Chungwoon University, South Korea |
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| Abstract: | This study examined the effect of environmentally friendly perceptions on the behavioral intention of visitors at the Boryeong Mud Festival in South Korea. The results of the on-site survey (N = 400) reveal that three environmentally friendly perceptions formed positive and significant causal relationships with the constructs in the extended model of goal-directed behavior (EMGB). Attitude, subjective norm, and positive anticipated emotion affected desire, which, in turn, influenced the behavioral intention. Three elements, volitional, non-volitional, and emotional aspects, were proven to be crucial in comprehending the perceptions and behaviors of the nature-based festival attendees. The findings of this study will shed light on a better understanding of the decision-making processes of festival visitors when environmental issues are incorporated. |
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| Keywords: | Mud festival Model of goal-directed behavior Environmental constructs Decision-making process |
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