This paper aims to investigate the antecedents of environmental attitude and its influence on the intention to visit sustainable tourism destinations, which is moderated by individual green values. A purposive sampling method was used to collect the data from 370 respondents. The data were analyzed using a structural equation model. Out of the four antecedents, environmental identity and enjoyment of nature positively influence environmental attitudes that lead to intention to visit, while there is no effect of environmental concern and nature-based destination image on ecological attitude. Results also showed that individual green value moderates the influence of environmental attitudes on the intention to visit sustainable tourism destinations. This research suggests sustainable tourism marketers create a message that forms a positive environmental attitude. This study offers a conceptual model that focuses on environmental attitude as a key variable that is widely proven to be the best predictor of intention. Keywords: Environmental Concern, Enjoyment of Nature, Environmental Identity, Nature-Based Destination Image, Environmental Attitude, Individual Green Value, Intention to Visit
Oleh :
Ayu Ekasari
