Marketing

Context (archaeology)

Nature tourism

Ecology

Biology

Moderation

Social psychology

Sustainability

Tourism

Archaeology

Economics

Computer science

Sustainable tourism

Business

Test (biology)

Psychology

Geography

Value (mathematics)

Environmental resource management

Ecotourism

Loyalty

Machine learning

Current Issues in Tourism

This study used the value-attitude-behaviour model to test the hypothesized impacts of altruistic values and attitudes on environmentally responsible behaviour and destination loyalty. The study uses tourists’ environmental knowledge as a moderator in the proposed relationship. The participants were South Korean tourists visiting Jeju Island, a premier eco-destination that is experiencing a large influx of tourists. The results indicate the important role of altruistic values, attitudes, and environmental knowledge within the context of nature-based tourism. The study provides implications for managing a nature-based destination in a sustainable manner.

Altruistic values and environmental knowledge as triggers of pro-environmental behavior among tourists