The Effect of “Host-Guest Interaction” on Tourists' Pro-Environmental Behaviour in Rural B&B Tourism: A Chained Multiple Intermediary Model
- Siyang Wang , PhD Candidate, College of Graduate Studies, Walailak University, 222 Thaiburi, Thasala, Nakhon Si Thammarat, 80160, Thailand.
- Onanong Cheablam , Associate Professor, School of Management, Walailak University, 222 Thaiburi, Thasala, Nakhon Si Thammarat, 80160, Thailand.
Keywords:
Pro-Environmental Behaviour, Host-Guest Interaction, Rural B&B Tourism, Perceived Value, Place Attachment.
Abstract
This study investigates the impact of host-guest interactions on pro-environmental behaviours among tourists engaged in rural bed and breakfast (B&B) tourism. It also explores the mediating effects of tourists' perceived value and place attachment. The target population comprised tourists from the Yangshuo B&B cluster in China. Data were collected through a questionnaire administered to 401 participants, which were subsequently analysed using AMOS software. The findings indicate that host-guest interactions significantly influence tourists' perceived value, thereby enhancing their emotional attachment to the place. Furthermore, the results reveal that these interactions indirectly foster pro-environmental behaviours in tourists via perceived value and place attachment. This research represents one of the few attempts to integrate host-guest interaction behaviours in B&B settings with tourists' pro-environmental actions. It highlights novel avenues for future research to elucidate the pivotal role of interaction behaviours in fostering environmental sustainability. Additionally, the insights gained can assist managers in enhancing conditions that facilitate the development of pro-environmental behaviours among tourists, thereby addressing the escalating environmental challenges faced by tourist destinations.