The Role of Place Attachment in Shaping Tourist Attitudes and Behavior

Abstract

Tourism, recognized as a critical economic cornerstone with extensive ecological ramifications, is primarily swayed by destination allure and the affective or cognitive bond, colloquially referred to as 'place attachment,' that vacationers establish with their destination. This variable plays an instrumental role in molding the Environmentally Responsible Behavior (ERB) demonstrated by visitors. An additional crucial facet in this regard is the tourists' product involvement, which pertains to the portfolio of services, artifacts, and experiences the destination extends. This inclusive research delves into the interaction of these variables by employing an amalgamation of quantitative (structural equation modeling) and qualitative (dialogues with visitors and service providers) investigative techniques. The study highlights how the charm of the destination, perceived as its ability to meet a tourist's requirements and objectives, stimulates ERB. It also underscores place attachment, which stems from a synergy of the destination's attributes and the tourist's encounters, as a crucial intervening variable that incites ERB. This research piece further scrutinizes the effect of place attachment on purchase behavior, illuminating insights regarding the purchase behavior of tourists and how place attachment can encourage them to spend more through the increase in product involvement of those places. In addition to the mediating effect of place attachment, it has been found that having a high attachment with tourists tends to have a high preference for spending. Based on the value-attitude-behavior framework and the theory of reasoned action, the study asserts that the perceived merit of a place informs tourists' environmental attitudes. This perception of merit is considerably influenced by destination appeal and product involvement. In addition, it holds substantial implications for the governance of tourism locations and destination promotion. It also explicates the complex associations between destination appeal, place attachment, product involvement, and ERB. These insights pave the way to encourage ERB among tourists, refine segmentation and target approaches through demographic analysis, and contribute to the grander objective of sustainable tourism evolution. Fundamentally, this knowledge can guide tourism industry tactics and policies, underscoring the obligation of environmental awareness among tourists and suggesting strategic trajectories for the worldwide promotion of sustainable tourism.