A Research of Millennials And Pro-Sustainable Tourism Behaviors: A Perspective Of Value-Belief-Norm (VBN) Theory

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A Research of Millennials And Pro-Sustainable Tourism Behaviors: A Perspective Of Value-Belief-Norm (VBN) Theory

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dc.contributor.advisor Javed, Mohsin
dc.contributor.author Sokkar, Mohamed
dc.date.accessioned 2024-07-23T13:16:08Z
dc.date.available 2024-07-23T13:16:08Z
dc.date.issued 2024-02-05
dc.identifier Elektronický archiv Knihovny UTB
dc.identifier.uri http://hdl.handle.net/10563/55386
dc.description.abstract This thesis examines the pro-sustainable tourism behaviors of Millennials within the framework of the Value-Belief-Norm (VBN) theory. The study investigates the relationships between Millennials' values (biospheric, altruistic), beliefs (awareness of consequences, ascription of responsibility), personal norms, and their pro-sustainable behaviors in tourism. A three-dimensional conceptualization of pro-sustainable tourism behaviors is proposed, encompassing environmental, economic, and social dimensions. By analyzing data from a sample of 152 travelers in Egypt using structural equation modeling, the research highlights the critical psychological factors driving Millennials' commitment to sustainable tourism. The findings show that altruistic values and biospheric values positively influence awareness of consequences, which in turn increases ascription of responsibility and strengthens personal norms. Personal norms were found to have a significant positive effect on pro-environmental behavior, pro-environmental consumption behavior, and pro-social behavior among the Millennial tourists. The empirical study provides valuable insights for tourism businesses, practitioners, and relevant stakeholders. Practical recommendations are offered on how to foster a culture of sustainability in the tourism industry by leveraging the psychological drivers identified in the VBN theory. These include enhancing environmental and social awareness, cultivating a sense of personal responsibility, and reinforcing sustainable and altruistic personal norms among Millennial travelers. The thesis contributes to the theoretical understanding of pro-sustainable tourism behaviors and offers actionable strategies to promote sustainable practices in the tourism sector.
dc.format 82
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně
dc.rights Bez omezení
dc.subject Tourism Behavior cs
dc.subject Millennials cs
dc.subject Value-Belief-Norm Theory cs
dc.subject Hospitality cs
dc.subject Sustainable Tourism cs
dc.subject Structural Equation Modelling cs
dc.subject Smart PLS cs
dc.subject Tourism Behavior en
dc.subject Millennials en
dc.subject Value-Belief-Norm Theory en
dc.subject Hospitality en
dc.subject Sustainable Tourism en
dc.subject Structural Equation Modelling en
dc.subject Smart PLS en
dc.title A Research of Millennials And Pro-Sustainable Tourism Behaviors: A Perspective Of Value-Belief-Norm (VBN) Theory
dc.title.alternative A Research of Millennials and Pro-sustainable Tourism Behaviors: A Perspective of Value-Belief-Norm (VBN) Theory
dc.type diplomová práce cs
dc.contributor.referee Kozubíková, Ludmila
dc.date.accepted 2024-06-03
dc.description.abstract-translated This thesis examines the pro-sustainable tourism behaviors of Millennials within the framework of the Value-Belief-Norm (VBN) theory. The study investigates the relationships between Millennials' values (biospheric, altruistic), beliefs (awareness of consequences, ascription of responsibility), personal norms, and their pro-sustainable behaviors in tourism. A three-dimensional conceptualization of pro-sustainable tourism behaviors is proposed, encompassing environmental, economic, and social dimensions. By analyzing data from a sample of 152 travelers in Egypt using structural equation modeling, the research highlights the critical psychological factors driving Millennials' commitment to sustainable tourism. The findings show that altruistic values and biospheric values positively influence awareness of consequences, which in turn increases ascription of responsibility and strengthens personal norms. Personal norms were found to have a significant positive effect on pro-environmental behavior, pro-environmental consumption behavior, and pro-social behavior among the Millennial tourists. The empirical study provides valuable insights for tourism businesses, practitioners, and relevant stakeholders. Practical recommendations are offered on how to foster a culture of sustainability in the tourism industry by leveraging the psychological drivers identified in the VBN theory. These include enhancing environmental and social awareness, cultivating a sense of personal responsibility, and reinforcing sustainable and altruistic personal norms among Millennial travelers. The thesis contributes to the theoretical understanding of pro-sustainable tourism behaviors and offers actionable strategies to promote sustainable practices in the tourism sector.
dc.description.department Ústav podnikové ekonomiky
dc.thesis.degree-discipline Business Administration and Entrepreneurship cs
dc.thesis.degree-grantor Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky cs
dc.thesis.degree-grantor Tomas Bata University in Zlín. Faculty of Management and Economics en
dc.thesis.degree-name Ing.
dc.thesis.degree-program Business Administration and Entrepreneurship cs
dc.thesis.degree-program Business Administration and Entrepreneurship en
dc.identifier.stag 66748
dc.date.submitted 2024-04-19


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