Evaluating the effect of anticipated emotion on forming environmentally responsible behavior in heritage tourism: developing an extended model of norm activation theory

Scholars have found that emotional factors, as compared with cognitive factors, have greater effects on explaining behavior. This research incorporated the anticipated emotion into the original model of norm activation theory (NAT) to explain the environmentally responsible behavior in heritage tourism. The results show that the proposed model has greater prediction power than the original NAT. Both positive and negative anticipated emotion form significant relationships with the constructs in the extended model of NAT and play partial mediating roles. The significant relationship among constructs in the original NAT was revealed in a heritage tourism context. This study contributes to the literature in heritage tourism.