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Drivers of customer decision to visit an environmentally responsible museum: merging the theory of planned behavior and norm activation theory

Title
Drivers of customer decision to visit an environmentally responsible museum: merging the theory of planned behavior and norm activation theory
Author
현성협
Keywords
Theory of planned behavior; norm activation theory; environmentally responsible museum; personal norm; museum visitors
Issue Date
2017-10
Publisher
ROUTLEDGE JOURNALS
Citation
JOURNAL OF TRAVEL & TOURISM MARKETING, v. 34, no. 9, page. 1155-1168
Abstract
The main goal of this research was to merge the theory of planned behavior and the norm activation theory into one model and test its applicability in an environmentally responsible museum context. A filed survey was conducted at museums. Structural equation modeling was used to test research hypotheses. Results of the structural model comparisons revealed that the prediction power of our integrated model was superior to that of the theory of planned behavior and the norm activation theory. The proposed relationships among research constructs were generally supported. The mediating role of study variables was established. Additionally, the salient role of personal norm and attitude in generating museum travelers' pro-environmental intention was identified. Overall, there was a strong support for the proposed theoretical model.
URI
https://www.tandfonline.com/doi/full/10.1080/10548408.2017.1304317http://repository.hanyang.ac.kr/handle/20.500.11754/115765
ISSN
1054-8408; 1540-7306
DOI
10.1080/10548408.2017.1304317
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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