The Effect of Value Orientations on Friendly Environmental Tourism Behavior Using the Value-Belief-Norm and Expectancy Theories among Tourists Visiting Darband and Darakeh

Abstract

This study integrates the theory of values ​​of the belief in the stern norm and the theory of expectation, and seeks to determine the model of the environmental behavior of tourists who are busy and dying. The statistical population of the study is tourists in Dareh and Durand in Tehran. In this study, S, PS, S and AMOS software was developed. Findings of the research indicate that the value orientation of the environment and the value orientation of social friendship affect the new ecological paradigm and also the awareness of the consequences on the conservation of the environment is unaffected. In fact, the results of this study showed that the value Play an important role in shaping ecological tourism behaviors at the community level,

Keywords

• environmental awareness
• environmental values
• environmental conservation behaviors
• environmental tourism satisfaction
• environment friendly tourism behavior