The Effect of Pro-Environmental Destination Image on Resident Environmental Citizenship Behavior: The Mediating Roles of Satisfaction and Pride

Abstract

Despite the lengthy history of the research on destination image from various perspectives, how pro-environmental destination image promotes resident environmental citizenship behavior remains underexplored. Grounded in the cognition–affect–behavior (CAB) model, this research investigated the translation of pro-environmental destination image into resident environmental citizenship behavior via satisfaction and pride. Data were collected using an intercept survey approach from a tourism village recognized as one of the best in the world by UNWTO. The results indicated that a pro-environmental destination image has a positive impact on resident environmental citizenship behavior in the private and public domains. Furthermore, resident satisfaction and pride serve as mediators between pro-environmental destination image and resident environmental citizenship behavior. This research contributes to the literature on resident environmental citizenship behavior by considering the role of pro-environmental destination image. The findings provide practical implications for fostering environmental citizenship behavior through the presentation of pro-environmental images to residents and eliciting their positive emotions.

Keywords

• pro-environmental destination image
• resident environmental citizenship behavior
• resident satisfaction
• resident pride
• cognition–affect–behavior (CAB) model
• rural tourism