Do hedonic and utilitarian values increase pro-environmental behavior and support for festivals?

Yong Ki Lee, Choong Ki Lee, Woojin Lee, Muhamamd Shakil Ahmad

Research output: Contribution to journalArticlepeer-review

Abstract

This study integrated a theory of consumption values and place attachment theory to hypothesize the relationships among visitors’ consumption values such as hedonic and utilitarian values and their impact on place attachment, attitude, pro-environmental behavior, and support for tourism. The results demonstrate that hedonic and utilitarian values play an important role in predicting place attachment and attitude. Place attachment is found to be significant in measuring attendees’ attitude toward pro-environmental behavior and support for tourism. This study supports the theory of consumption values such that festival managers should consider hedonic and utilitarian values of the attendees’ attitude.

Original languageEnglish (US)
Pages (from-to)921-934
Number of pages14
JournalAsia Pacific Journal of Tourism Research
Volume26
Issue number8
DOIs
StatePublished - 2021

Keywords

  • Hedonic and utilitarian values
  • attitude
  • place attachment theory
  • pro-environmental behavior
  • support
  • theory of consumption values

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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