The Influence of Social Pressure on Tourists5 Sustainable Travel Behaviors

The Influence of Social Pressure on Tourists5 Sustainable Travel Behaviors

Ensuring tourists ’ sustainable behaviors is critical to maintaining the competitiveness of tourism destinations. The purpose ofstudy is to investigate the role ofsocial pressure tourists ’sustainable travel behavior. Norm activation model and social learning theory are aggregated and proposed as a theoretical framework for the study. A survey of Vietnamese university students was conducted in 2021 and data of228 respondents -was used for analyses. Factor analysis and structural equation modelling -were used to examing the relationship among variables. The results indicate the mediating role of personal norms in the relationship between subjective norms and sustainable travel behavior. Furthermore, the study identifies the importance of peer groups in motivating tourists to perform sustainable behaviors. Practical implications for promoting travelers practice of sustainable travel behaviors are discussed. Directions for future research are also addressed.