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

1.6 Structure of the Study

The current research is divided into five chapters.
Chapter 1 is an introduction which introduces the scope and title of this research which is pro-environmental behaviour of tourists in Uzbekistan. It presents an overview of this research specifically demonstrated through several different parts which are the research background, research problem statements, research objectives and also the significance of this research.
Chapter 2 presents an extensive literature review on pro-environmental behaviour, Protection Motivation Theory, and its influencing factors: threat appraisal (severity, vulnerability, rewards) and coping appraisal (response efficacy, self-efficacy, costs) as well as conceptual model and formulation of hypotheses.
Chapter 3 covers
the research methodology which explains the research method used, data collection method and the design of the questionnaire.
Chapter 4 analyses the data collected through the questionnaire and discusses the findings and results of the data analysis.
Chapter 5 will conclude the research by discussing the findings and implications, stating the limitations and providing recommendations for future research..

Chapter 2: Literature Review

2.0 Introduction

This chapter covers the descriptions, findings and discussions of the literature which is relevant to the study of pro-environmental behaviour of tourists with application of PMT.

2.1 Pro-environmental Behaviour

Pro-environmental behavior (PEB) refers to the behaviors of individuals or groups that promote the sustainability of natural resources and environmental protection (Ramkissoon et al., 2013). It also refers to actions or behaviors taken by individuals, groups, or organizations to reduce environmental harm. These behaviors may include recycling, using renewable energy sources, reducing waste, conserving resources, selecting environmentally friendly products, and supporting environmentally friendly policies and practices. Personal values and beliefs, social norms, environmental education and awareness, and economic incentives can all be used to motivate pro-environmental behavior. Such behavior can have a positive impact on the environment, promoting sustainability and reducing the negative effects of human activities on the natural world. Pro-environmental behavior is an important aspect of promoting sustainability and reducing the negative environmental impact of human activities. It is becoming more important as the negative effects of climate change and environmental degradation become more apparent, and individuals, businesses, and governments alike seek ways to promote more sustainable practices.
Tourist pro-environmental behavior refers to any action taken by tourists to reduce the negative environmental impact of their travel and tourism activities. These behaviors can range from simple actions such as carrying reusable water bottles and taking public transportation to more complex ones such as supporting local conservation efforts and staying in eco-friendly lodging. Tourists' pro-environmental behavior aims to promote sustainable tourism practices and reduce tourism's negative environmental impacts. It entails being aware of one's environmental impact while traveling and taking steps to reduce it. Tourists' pro-environmental behavior can also include promoting environmental awareness and education among other tourists, local communities, and tourism industry stakeholders. According to Lee et al. (2013), Tourist PEBs are tourists’ behaviors (e.g. on holiday) that promote environmental protection and avoid harming natural ecosystems, including selecting environmentally-friendly travel modes and products. Tourists’ pro-environmental behavior includes contributions to environmental conservation and/or preservation efforts, decrease negative impacts on the natural resources, and act responsibly during participation in recreational activities (Lee et al., 2013). More specifically, tourists’ pro-environmental behavior at a destination includes preserving its natural resources, respecting the local culture, and decreasing their interference with the natural environment (Kim & Thapa, 2018). Tourists who do not aggressively practice pro-environmental behaviors may damage the ecosystems via depreciative activities such as, feeding wildlife, overturning rocks, and disturbing vegetation and creatures.
In light of the negative environmental consequences often associated with tourism behaviors, it is imperative to mitigate the environmentally harmful effect of tourism activities and to encourage pro-environmental behaviors (PEBs) of tourists (Hindley & Font 2017; Juvan & Dolnicar 2014; Miller et al. 2010). Recently, research has identified the potential for PEB spillover: the adoption of one PEB leading to the adoption of one or more other PEBs (Evans et al., 2013; Ha & Kwon, 2016; Lanzini & Thøgersen, 2014). For example, saving energy at home might increase the likelihood of also recycling at home (“behavioral spillover”); or saving energy at home might increase energy saving at work (“contextual spillover”). While definitions of PEB vary, broadly they are understood to entail reducing negative environmental impacts caused by individual behavior (Miao & Wei, 2016). Here, we define PEB as activity conducted by individuals or groups that can promote the sustainability of natural resources and environmental protection (Ramkissoon et al., 2013). PEBs includes both “private-sphere” behaviors, e.g. green consumption and recycling, and “public-sphere” behaviors, e.g. voting and encouraging others (Stern, 2000).
As tourism becomes a central element of developed lifestyles, with associated environmental impacts, it becomes critical to understand tourism PEBs: their origins and how they can be encouraged and whether tourists carry their good environmental practices on holiday with them. Analysis by Barr et al. (2010) indicates that tourists may pay attention only to their own needs without considering environmental issues, but it remains less clear whether this is related to what tourists do at home. Another important consideration is that most research on behavioral spillovers centers on developed countries; developing countries, such as Uzbekistan, are facing more severe environmental problems, as well fast-increasing levels of mobility, consumption and tourism.
Due to the high mobility associated with tourism activities, it is unclear whether tourists would maintain PEBs when on holiday, particularly when they are out of their familiar environment and away from their normal social influences. Barr et al. (2010) argued that those who are the greenest at home might still use the least environmentally-friendly transportation when traveling and Xu, Huang & Whitmarsh, (2020) suggested that, prioritizing pleasure over environmental responsibility, tourists may be more selfish when they are traveling. A survey of mass tourists by (Wu, Font & Liu, 2021) found that even if tourists are engaged in environmental activities at home, they do not feel the need to protect the environment when on holiday. Consequently, whether PEBs at home can spillover to tourism PEBs deserves further discussion. A variety of individual, social, and contextual factors influence PEB. Understanding these factors is critical for promoting environmentally responsible behavior and environmental protection. PMT can be used to promote PEB by providing a useful framework for understanding how individuals respond to environmental threats.