Consideraciones profundas: vinculando normas personales con intenciones proambientales en el turismo centennial
Resumen
Considerando la creciente inquietud vinculada al turismo con responsabilidad ambiental que se presentan en los centennials del país, el propósito de este estudio fue analizar el comportamiento proambiental de los turistas centennials ecuatorianos mediante la evaluación de un modelo teórico centrado en la teoría Valor-Creencias-Normas (VBN). La investigación cuantitativa con alcance exploratorio se fundamentó en los datos de una encuesta en la cual participaron 518 estudiantes universitarios ecuatorianos entre los 18 y 30 años. La encuesta está formada por 27 ítems medidos con una escala Likert de 7 puntos y analizado con la técnica PLS-SEM. Los resultados identificaron el efecto significativo sea del nuevo paradigma ecológico (NPE) como de las normas personales (NP) en la intención de adoptar un comportamiento proambiental (IC). Sin embargo, se destaca que la boca en boca (BB) ejercita un efecto moderador negativo entre NPE e IC mostrando como la
adopción del comportamiento ambiental es vivida como un valor personal y no comunitario.
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