Pro-environmental behaviour among tourists visiting national parks: application of value-belief-norm theory in an emerging economy context

Understanding pro-environmental behaviour (PEB) of tourists visiting protected areas is imperative to mitigate the negative effects of tourism on environment. This study provides empirical support for value-belief-norm (VBN) theory in context of nature based tourists visiting national park in India. The findings indicate that biospheric value has the highest impact on new environmental paradigm, whereas egoistic value negatively influenced new environmental paradigm. Awareness of consequences and ascription of responsibility significantly predict pro-environmental personal norms which statistically predict pro-environmental behaviour of nature based tourists. Specific recommendations for policy makers are suggested to encourage pro-environmental behaviour among tourists.