Antecedents of behavioral intentions for green city tourists

Abstract

Many cities have been evaluated as green cities in recent years and have gained the chance to promote their local tourism development by appealing to tourists with environmental concerns. Nonetheless, few studies have explored green city tourists and particularly explored the drivers of their behavioral intentions. Accordingly, this study aims to investigate the antecedents of behavioral intentions among green city tourists by proposing a model that integrates behavioral intentions, experience quality, and three green-related constructs-green city image, green perceived value, and green city satisfaction-based on previous studies. The study recruited tourists who have experience with visiting green cities in Taiwan as the sample. A total of 482 responses were gathered via a survey and analyzed via structural equation modeling (SEM). The findings reveal that behavioral intentions are positively affected by green city satisfaction and green perceived value, which function as mediators among green city image, experience quality, and behavioral intentions. The results provide significant implications for practitioners and researchers of green city tourism.