Environmental Concerns and Water Conservation Behavior in Desert Tourism: Applying the Extended Norm Activation Theory for Gen Z Tourists

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dc.citation.issue6
dc.citation.volume17
dc.contributor.authorTorabi Z-A
dc.contributor.authorHall CM
dc.contributor.authorAzarniou N
dc.contributor.authorBorzu G
dc.contributor.editorÁlvarez- García J
dc.contributor.editorRamón-Cardona J
dc.contributor.editorSánchez-Fernández MD
dc.date.accessioned2025-08-06T23:02:02Z
dc.date.available2025-08-06T23:02:02Z
dc.date.issued2025-03-12
dc.description.abstractThis study examines the influence of environmental concerns on water conservation behaviors among Gen Z tourists in Iranian desert regions by extending the Norm Activation Theory (NAT). Adopting a quantitative approach, data were collected through a structured questionnaire from 330 Gen Z tourists (born between 1997 and 2012) who visited four Iranian desert villages (Qale Bala, Mesr, Abyaneh, and Rezaabad) between April and July 2023. Using systematic sampling, every fifth Gen Z tourist was selected. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that environmental concerns, situational responsibility, and personal norms positively impact water conservation behaviors, while denial of responsibility negatively affects them. Personal norms positively influence pride and guilt emotions, which in turn promote water conservation behaviors. The extended model, incorporating environmental concerns, demonstrated improved explanatory power over the original NAT. This research contributes to sustainable tourism literature by integrating environmental concerns and moral emotions into the NAT framework, offering insights into psychological mechanisms driving pro-environmental behaviors among Gen Z tourists in desert environments.
dc.description.confidentialfalse
dc.edition.editionMarch 2025
dc.identifier.citationTorabi ZA, Hall CM, Azarniou N, Borzu G. (2025). Environmental Concerns and Water Conservation Behavior in Desert Tourism: Applying the Extended Norm Activation Theory for Gen Z Tourists. Sustainability Switzerland. 17. 6.
dc.identifier.doi10.3390/su17062474
dc.identifier.eissn2071-1050
dc.identifier.elements-typejournal-article
dc.identifier.number2474
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73318
dc.languageEnglish
dc.publisherMDPI (Basel, Switzerland)
dc.publisher.urihttps://www.mdpi.com/2071-1050/17/6/2474
dc.relation.isPartOfSustainability Switzerland
dc.rights(c) The author/sen
dc.rights.licenseCC BYen
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectwater conservation
dc.subjectGen Z tourists
dc.subjectnorm activation theory
dc.subjectenvironmental concerns
dc.subjectdesert tourism
dc.subjectIran
dc.titleEnvironmental Concerns and Water Conservation Behavior in Desert Tourism: Applying the Extended Norm Activation Theory for Gen Z Tourists
dc.typeJournal article
pubs.elements-id502406
pubs.organisational-groupOther
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