Pro-environmental Behaviour of Tourists in Uzbekistan: Application of Protection Motivation Theory

Figure 1. Research framework

Results and discussion
To summarize the characteristics of the respondents, descriptive statistics were used, including frequency analysis. Subsequently, using Likert scales, a correlation analysis was conducted to investigate significant relationships between the independent variables. Finally, an ordinary least squares (OLS) regression analysis was performed to determine significant factors associated with tourists' motivations to behave pro-environmentally. Firstly, we run regression analysis without control variables (Table 4). To check the robustness of the analysis results, the OLS regression analysis was conducted with control variables. The Durbin-Watson statistic was used to test residuals, and statistics were computed using weighted data. The statistical analyses were performed using SPSS 26.0.
Descriptive information of the sample tourists
A descriptive summary of the respondents’ characteristics is presented in Table 1. Women accounted for 54.5% of the sample, whereas men accounted for 45.5% which means the number of female respondents is slightly more than males. More than half of the respondents were aged from 20 to 29 (52.9%), while the youngest respondents were 18 and 19 years old and highest age was 50-59. Single respondents (54.5%) were more than the married (45.5%).
The greatest number of respondents (154) had Undergraduate Level of study and only 36 of all the respondents had College Diploma. 131 respondents were employed, they were followed by 107 students, self-employed and others accounted for 31 and 34 respectively, and only 7 of the respondents (2.3%) were retired. A large number (63.5%) of respondents live in urban areas, whereas 80 (25.8%) of all respondents come from rural areas, and only one in ten reported that they were residents of suburban. Only 64 respondents (20.6%) were members of environmental organizations, while the rest of the respondents (79.4%) were not.