A Research of Millennials And Pro-Sustainable Tourism Behaviors: A Perspective Of Value-Belief-Norm (VBN) Theory

Abstract

This thesis examines the pro-sustainable tourism behaviors of Millennials within the framework of the Value-Belief-Norm (VBN) theory. The study investigates the relationships between Millennials' values (biospheric, altruistic), beliefs (awareness of consequences, ascription of responsibility), personal norms, and their pro-sustainable behaviors in tourism. A three-dimensional conceptualization of pro-sustainable tourism behaviors is proposed, encompassing environmental, economic, and social dimensions. By analyzing data from a sample of 152 travelers in Egypt using structural equation modeling, the research highlights the critical psychological factors driving Millennials' commitment to sustainable tourism. The findings show that altruistic values and biospheric values positively influence awareness of consequences, which in turn increases ascription of responsibility and strengthens personal norms. Personal norms were found to have a significant positive effect on pro-environmental behavior, pro-environmental consumption behavior, and pro-social behavior among the Millennial tourists. The empirical study provides valuable insights for tourism businesses, practitioners, and relevant stakeholders. Practical recommendations are offered on how to foster a culture of sustainability in the tourism industry by leveraging the psychological drivers identified in the VBN theory. These include enhancing environmental and social awareness, cultivating a sense of personal responsibility, and reinforcing sustainable and altruistic personal norms among Millennial travelers. The thesis contributes to the theoretical understanding of pro-sustainable tourism behaviors and offers actionable strategies to promote sustainable practices in the tourism sector.