Place Identity and Environmental Conservation in Heritage Tourism: Extending the Theory of Planned Behavior to Iranian Rural Heritage Villages

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dc.citation.issue3
dc.citation.volume6
dc.contributor.authorTorabi Z-A
dc.contributor.authorRezvani MR
dc.contributor.authorHall CM
dc.contributor.authorDavani P
dc.contributor.authorBakhshaei B
dc.contributor.editorCheung LTO
dc.date.accessioned2025-09-16T21:34:53Z
dc.date.available2025-09-16T21:34:53Z
dc.date.issued2025-08-04
dc.description.abstractThis study examines the determinants of environmentally responsible behavior among tourists in the heritage villages of Paveh County, Iran, through an integrated theoretical framework that synthesizes place-related psychological constructs with the Theory of Planned Behavior (TPB). Employing structural equation modeling on data collected from 443 tourists across three heritage villages (July–November 2024), the investigation tested comparative theoretical models with differing explanatory capacities. The baseline TPB model confirmed significant positive effects of environmental attitudes (β = 0.388), environmental norms (β = 0.398), and perceived behavioral control (β = 0.547) on behavioral intentions, which subsequently influenced environmental behavior (β = 0.561). The extended model incorporating place-related variables demonstrated enhanced explanatory power, with the R<sup>2</sup> values increasing from 48.2% to 52.7% for behavioral intentions and from 49.2% to 54.7% for actual behavior. Notably, place identity exhibited dual psychological functions: moderating the intention–behavior relationship (β = 0.155) and mediating between place attachment and environmental behavior (β = 0.163). These findings advance sustainable tourism theory by illuminating the complex pathways through which place-based psychological connections influence environmental behavior formation in heritage contexts, suggesting that more sophisticated theoretical frameworks are required for understanding and promoting sustainable practices in culturally significant destinations.
dc.description.confidentialfalse
dc.edition.editionAugust 2025
dc.identifier.citationTorabi ZA, Rezvani MR, Hall CM, Davani P, Bakhshaei B. (2025). Place Identity and Environmental Conservation in Heritage Tourism: Extending the Theory of Planned Behavior to Iranian Rural Heritage Villages. Tourism and Hospitality. 6. 3.
dc.identifier.doi10.3390/tourhosp6030150
dc.identifier.eissn2673-5768
dc.identifier.elements-typejournal-article
dc.identifier.number150
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73560
dc.languageEnglish
dc.publisherMDPI (Basel, Switzerland)
dc.publisher.urihttps://www.mdpi.com/2673-5768/6/3/150
dc.relation.isPartOfTourism and Hospitality
dc.rights(c) 2025 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectsustainable tourism
dc.subjectenvironmental behavior
dc.subjectplace identity
dc.subjectplace attachment
dc.subjectheritage villages
dc.subjecttheory of planned behavior
dc.titlePlace Identity and Environmental Conservation in Heritage Tourism: Extending the Theory of Planned Behavior to Iranian Rural Heritage Villages
dc.typeJournal article
pubs.elements-id503191
pubs.organisational-groupOther
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