Adam C. Landona*, Kyle M. Woosnamb & B. Bynum Boleyba Illinois Natural History Survey, University of Illinois at Urbana-Champaign, Champaign, IL, USAb Warnell School of Forestry and Natural Resources, University of Georgia, Athens, GA, USAAdam C. Landon is a postdoctoral research associate with the Illinois Natural History Survey at the University of Illinois Urbana-Champaign. His research interests are primarily related to the human dimensions of natural resources, including environmental and conservation psychology.Kyle M. Woosnam is an associate professor within the Natural Resource Recreation and Tourism program at the University of Georgia. He conducts research focusing on community tourism, resident-tourist relationships and social-cultural impacts of tourism.B. Bynum Boley is an assistant professor of Natural Resources Recreation and Tourism within the Warnell School of Forestry and Natural Resources at the University of Georgia. His research focuses on sustainable tourism development and how the unique natural and cultural resources of communities can be protected, packaged and marketed to jointly increase sustainability, resident quality of life and a community's competitiveness as a tourism destination.Adam C. Landon aclandon@illinois.eduABSTRACTUnderstanding the psychological mechanisms underpinning tourists’ voluntary adoption of behaviors that minimize harm to environments and communities that support tourism is critical for the sustainability of the industry. In this study, we examined the internal attributes that lead tourists to adopt three dimensions of pro-sustainable behavior drawing on the value-belief-norm model. We hypothesized that pro-sustainable behavior is reflected in three dimensions of intent related to behaviors that reduce environmental impacts, the consumption of local goods and services, and a willingness to sacrifice time and money to choose sustainable options. Additionally, hypothesized behavior to be a function of altruistic values, beliefs and Personal Norms. Data were drawn from a panel of active US tourists (N = 623). The hypothesized model predicting pro-sustainable behavior was tested using structural equation modeling techniques. Results demonstrate that the model adequately fit the data, and that Personal Norms account for a considerable degree of variance in tourists’ pro-sustainable behavioral intent. Biospheric values were found to influence behavioral intent mediated by value-belief-norm model constructs.
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