Personal Norms and Visitor Compliance: Wildlife tourism in Manuel Antonio National Park, Costa Rica

Authors: Kerrie Littlejohn*, University of Hawaii - Manoa
Topics: Behavioral Geography, Tourism Geography, Animal Geographies
Keywords: personal norms, rule compliance, wildlife tourism, nature-based tourism, responsibility
Session Type: Paper
Day: 4/13/2018
Start / End Time: 5:20 PM / 7:00 PM
Room: Balcony K, Marriott, River Tower Elevators, 4th Floor
Presentation File: No File Uploaded


What does it mean to be responsible? We are all responsible for our actions, but individuals’ awareness and notions of responsibility can fail to correspond with their actions and behaviors. Understanding how environmental awareness is formed, and how it translates into responsible environmental behavior is a central question in this era of heightened environmental concern. These issues are particularly important in the case of tourism, which has been promoted as a form of economic development that supports biodiversity protection and conservation for fragile ecosystems and protected areas. This study was the first to examine a more complete interpretation of the Norm Activation Model (Schwartz, 1977). Findings support the role of personal norms in predicting visitors' behavior and shed new light onto the conceptualization of personal norms, activator variables and their role in predicting environmentally friendly behavior in this context.

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