School of Tourism and Foreign Languages, Tourism College of Zhejiang, Hangzhou 311231, China.
Postdoctoral Station of Business Administration, Fudan University, Shanghai 200433, China.
Int J Environ Res Public Health. 2023 Mar 14;20(6):5099. doi: 10.3390/ijerph20065099.
Waste sorting is a practical way of handling the garbage and an effective strategy for facilitating sustainable waste management. This research extended the theory of planned behavior (TPB) with self-identity and moral norms to predict waste sorting intentions in a heritage context of tourism. A total of 403 valid self-administrated questionnaires were achieved at a heritage destination in China. The results indicated that: (1) TPB variables (i.e., attitudes toward the behavior, subjective norms, and perceived behavioral control), self-identity, and moral norms were all directly and positively linked to tourists' waste sorting intentions, respectively; (2) self-identity indirectly influenced tourists' waste sorting intentions through the mediation of moral norms; and (3) the integrated model exhibited better predictive utility than any single model. This research contributes to the literature on waste management in the context of tourism by extending TPB with identity and personal normative constructs. It also provides practical implications for destination managers to leverage tourists' self-identity and moral norms for sustainable management.
垃圾分类是处理垃圾的一种实用方法，也是促进可持续垃圾管理的有效策略。本研究将计划行为理论（TPB）扩展到自我认同和道德规范，以预测旅游遗产背景下的垃圾分类意愿。在中国的一个遗产地共获得了 403 份有效自填的问卷。结果表明：（1）TPB 变量（即对行为的态度、主观规范和感知行为控制）、自我认同和道德规范分别直接且积极地与游客的垃圾分类意愿相关；（2）自我认同通过道德规范的中介作用间接影响游客的垃圾分类意愿；（3）综合模型比任何单一模型都具有更好的预测效用。本研究通过将身份认同和个人规范构念扩展到 TPB，为旅游背景下的垃圾管理文献做出了贡献。它还为目的地管理者提供了实用的启示，以利用游客的自我认同和道德规范来实现可持续管理。
