Journal of Business Research xxx (xxxx) xxx–xxx

Contents lists available at ScienceDirect

Journal of Business Research

journal homepage: www.elsevier.com/locate/jbusres

From recreation to responsibility: Increasing environmentally responsible

behavior in tourism
⁎
Lujun Sua, Maxwell K. Hsub, , Robert E. Boostrom Jr.b
a
Business School of Central South University, Changsha, Hunan 410083, China
b
College of Business & Economics, Univ. of Wisconsin-Whitewater, United States of America

A R T I C LE I N FO A B S T R A C T

Keywords: Environmentally responsible behavior (ERB) matters a great deal for the long-term success of tourist destina-
Eco-friendly reputation tions. Building upon the Stimulus-Organism-Response (S-O-R) framework, the current study constructed an
Tourist satisfaction integrated model to demonstrate perceived destination eco-friendly reputation as a stimulus; consumption
Environmentally responsible behavior emotions (positive and negative) as organism; tourism satisfaction, recollection, tourist environmentally re-
sponsible behavior (ERB) as response. Notably, tourists' recollection is seen within this S-O-R framework as the
formation mechanism for prescribed action and consequently as an example of script theory and the generation
of consumer responses, thus connecting elements of behavioral and cognitive psychology in a unified framework.
Survey data from 522 Chinese tourists were used to empirically examine the integrated tourist ERB model. The
findings suggest that destination eco-friendly reputation positively impacts both positive emotions and tourist
satisfaction, and eco-friendly reputation negatively impacts negative emotions. Positive emotions significantly
and positively influence tourist satisfaction, tourists' recollection, and ERB. Conversely, negative emotions have
a significant negative effect on these constructs. Moreover, tourist satisfaction positively influences recollection
and ERB, and recollection in turn positively affects ERB. Theoretical insights and practical implications are
discussed in this paper.

1. Introduction main factors that lead to the development of environmentally re-

The rapid development of tourism often has unfavorable environ-
mental consequences, such as increased greenhouse gas emissions due
to travelers' recreational activities and their hotel accommodation
needs (Dwyer, Forsyth, Spurr, & Hoque, 2010; Gössling & Schumacher,
2010). Since tourism depends heavily on a destination's environmental/
natural and cultural attractiveness (Kiatkawsin & Han, 2017; Su &
Swanson, 2017), negative impacts of tourism can seriously influence a
destination's sustainable development (Sheldon & Park, 2011; Su,
Huang, & Pearce, 2018).
Tourists, either consciously or unconsciously, may contribute to
environmental destruction. Examples include flower-picking (Chang,
2010); seed displacement due to human activity (Pickering & Mount,
2010); disruption of wildlife (Ballantyne, Packer, & Falk, 2011;
Ballantyne, Packer, & Sutherland, 2011; Chen, 2011); pollution activity
(Logar, 2010; Teh & Cabanban, 2007); and overcrowding (Dickinson &
Robbins, 2008; Poitras & Getz, 2006). A key concern of tourism scholars
and practitioners is how to limit the adverse effects of tourism on the
environment. Consequently, it is of great importance to understand the
sponsible behavior (ERB).
Demonstrating ERB's importance, various theories have been con-
sidered for understanding the mechanism behind tourist ERB, including
the theory of planned behavior (e.g., Chen & Tung, 2014; Han, 2015;
Han & Kim, 2010), value-belief-norm theory (e.g., Han, 2015;
Kiatkawsin & Han, 2017), goal-directed behavior (e.g., Han, Jae, &
Hwang, 2016; Han & Yoon, 2015; Song, Lee, Kang, & Boo, 2012), place
attachment theory (e.g., Cheng & Wu, 2015; Cheng, Wu, & Huang,
2013), and an integration of the aforementioned (e.g., Han et al., 2016;
Kiatkawsin & Han, 2017).
Typically studies that employ the theory of planned behavior focus
on tourist traits or social factors as antecedents of tourist ERB, with
destination factors (e.g., destination management and services) being
ignored. We attempt to address this gap with the widely documented
stimulus-organism-response (S-O-R) framework (Mehrabian & Russell,
1974). It is suggested that an intrinsic state (i.e., emotion) is elicited
when an individual is exposed to a stimulus. Subsequently, the intrinsic
state exerts influence over the person's behavior. In the context of
tourism ERB, an external stimulus may lead tourists to form subjective

⁎
Corresponding author.
E-mail addresses: hsum@uww.edu (M.K. Hsu), boostror@uww.edu (R.E. Boostrom).

https://doi.org/10.1016/j.jbusres.2018.12.055
Received 2 April 2018; Received in revised form 17 December 2018; Accepted 19 December 2018
0148-2963/ © 2019 Elsevier Inc. All rights reserved.

Please cite this article as: Su, L., Journal of Business Research, https://doi.org/10.1016/j.jbusres.2018.12.055
L. Su et al.
Fig. 1. S-O-R model of tourist environmentally responsible behavior (ERB).
judgments about the overall tourism experience, and this judgment and
perception results in emotional responses. Positive or negative emotions
may be evoked by the same situation when travelers differ in their
evaluations (Ma, Gao, Scott, & Ding, 2013; Su & Hsu, 2013). Subse-
quently, behavior occurs in response to the emotions, and the consumer
decides to further patronize or avoid the product/service. Tourists with
positive emotions in their journey are more likely to adopt behaviors
following social norms while tourists who experience negative emotions
are more likely to yield avoidance responses (Jang & Namkung, 2009;
Su & Hsu, 2013).
Several previous studies have shown that the S-O-R framework is of
relevance when one attempts to predict consumer behavior, such as
customer loyalty (e.g., Jang & Namkung, 2009; Mazaheri, Richard, &
Laroche, 2010; Mummalaneni, 2005). Recently, marketing and tourism
scholars have employed the S-O-R framework to explore the formation
of tourist behaviors, confirming the value of the S-O-R framework to
reveal the role of emotional experience in forming processes of tourist
behaviors in various tourism contexts (e.g., Jang & Namkung, 2009; Su
& Hsu, 2013; Su, Hsu, & Marshall, 2014).
Reputation plays a vital stimulus role in S-O-R-related tourist be-
havioral models as it has been found to influence customers' percep-
tions toward the quality of a firm's products/services (Devine &
Halpern, 2001). In fact, reputation alone could serve as a type of
market-validated information (Hansen, Samuelsen, & Silseth, 2008)
that signals the quality of a firm's offerings (Rose & Thomsen, 2004).
Evidence supports that a destination's reputation is of relevance when
tourists choose from a few destinations in their consideration set. Stu-
dies suggest a relationship between travel site reputation and a con-
sumer's likelihood to increase word-of-mouth and revisiting intentions
(Prayogo & Kusumawardhani, 2017; Wang, Tran, & Tran, 2017). Word-
of-mouth, in turn, has been shown to have an impact on tourist travel
intentions and behavior (Abubakar & Ilkan, 2016; Jalilvand & Samiei,
2012; Yeoh, Othman, & Ahmad, 2013). Thus, an environmentally
friendly reputation becomes increasingly more important in the tourism
industry (Han & Kim, 2010; Han & Yoon, 2015).
Emotions are an important part of travelers' tourism consumption
experiences (Su & Hsu, 2013). Similarly, tourist satisfaction also mat-
ters a great deal in eliciting tourists' future behavioral intentions (Su
et al., 2014; Su & Hsu, 2013). As Rittichainuwat, Qu, and
Mongkhonvanit (2006) pointed out, “unlike other products and ser-
vices, tourism sells excitement, unknown experiences, and the sense of
discovery to travelers” (p.77).
What connects emotional responses with consumer behavior is in-
completely addressed in many tourism studies. In terms of information
processing, emotional responses (either positive or negative emotions)
and consumers' behavior are processed in the brain as message input
and response output (Baumgartner, Sujan, & Bettman, 1992). Without
an adequate understanding of the likely bridge between what goes in
and what comes out, theories postulating the relationship connecting
emotions and behavior intentions could be partially or completely
2
Journal of Business Research xxx (xxxx) xxx–xxx
inaccurate (Manthiou, Lee, Tang, & Chiang, 2014).
Based on affective processing mechanisms, emotional reactions
produce impactful affective traces or “markers” in memory (Cohen &
Areni, 1991) before leading to subsequent consumer behavior
(Manthiou et al., 2014). Script theory is employed here to better de-
scribe the bonding role of memory in the information processing. In
particular, the scripts are viewed as a knowledge structure of emotional
experience, which are stored in the memory of consumers to facilitate
the interpretation and formation of direct future behavior when scripts
are activated (Bozinoff & Roth, 1983; Delamere & Hinch, 1994;
Manthiou et al., 2014).
Among different components of memory, recollection is particularly
of relevance to tourism studies, with a goal to create lasting, pleasant
memories for each tourist (Manthiou et al., 2014; Tung & Ritchie,
2011a, 2011b). Thus, considering the importance of recollected
memory, the present study focused on the effect of tourists' emotional
experience on their recollection of the tourist journey. Hence, based on
script theory, the current study investigates tourists' recollection as it
occurs in the information processing, and its role between positive/
negative consumption emotions, tourists' satisfaction, and tourists' ERB.
In sum, this study attempts to explore the influencing mechanism of
destination eco-friendly reputation on tourist ERB. Based on the S-O-R
framework and script theory, this paper constructs an integrated model
of the formation mechanism of tourist ERB using destination eco-
friendly reputation as external stimulus, emotional experiences (con-
sumption emotions) as organism, and tourist satisfaction and recollec-
tion along with tourist ERB as response (Fig. 1). Notably, tourists' re-
collection is introduced to the model as a link between S-O-R
framework and script theory. The contributions for academic theory
and practice of this study are seen in three ways. First, the integrated
model considers destination eco-friendly reputation as a stimulus,
emotional experiences (positive and negative emotions) as the or-
ganism, while tourist satisfaction and tourist ERB enter the model to
represent the response outcomes in the S-O-R framework, which ex-
tends previous literature of tourist ERB. Second, this paper further in-
tegrates the S-O-R framework and script theory to construct an in-
tegrated model of the formation mechanism of tourist ERB that uses
recollection as a notable link between S-O-R framework and script
theory, in turn enhancing these two theories. Third, this study explores
a competitive model based on the S-O-R framework, and an empirical
comparison outcome reveals the key role of tourist's recollection. Spe-
cifically, tourist's recollection deeply indicates tourists' engagement,
and presents a new angle from which one can better understand tourist
ERB. As such, this study successfully explores the new theoretical fra-
mework and channel to examine the antecedents and their influencing
mechanism of tourist ERB. In a broader sense, the model proposed in
the present study can be used to improve existing consumer behavior
theory and analytical frameworks as it provides a suggestion for how to
combine elements of behavioral psychology, such as the S-O-R model,
with elements of the study of social cognition, such as script theory.
L. Su et al.
2. Theoretical foundation and hypotheses
2.1. Signaling theory
The value of signaling theory is in its ability to describe behavior
when one party (an individual or organization) attempts to convey
some information to another party (Connelly, Certo, Ireland, & Reutzel,
2011), especially in a situation with reduced information access for one
party regarding the other (Spence, 2002). For instance, signaling theory
was applied by diversity researchers to help elucidate how hetero-
geneous boards were used by firms to demonstrate compliance with
societal concerns to the firms' stakeholders (Miller & Triana, 2009).
Information affects the decision-making processes used by a range of
decision-making units such as individuals, organizations, business in-
stitutions, and even governments. The primary focus of signaling theory
is on the intentional transmission of favorable messages by a unique
party (e.g., the marketer) to convey positive organizational characters.
To what extent a signal would be of help to the receiver depends on
whether the signal reflects the valued attribute or characteristic of the
signaler (i.e., what has been called “signal fit”) and whether or not the
signaler is attempting to mislead the receiver of the signal (Connelly
et al., 2011). One unique feature of tourism consumption lies in its off-
site, temporary, and invisible features/characters. As there is asym-
metric information between tourists and a destination, the signaling of
a destination transmitted to tourists is important for tourists in the
process of destination choice. If the destination transmitted a more
powerful signal to its intended tourists than its competitors, its targeted
travelers would be more likely to choose the destination with the
stronger signal.
2.2. Stimulus-organism-response framework
The Stimulus-Organism-Response (S-O-R) framework can be traced
back to Mehrabian and Russell's work (1974), in which a stimulus (S)
received by an individual will help him/her develop internal states (O)
and, in turn, elicit consequent responses (R). Importantly, components
of the environment external to the individual provide the stimuli which
are then processed by the organism internally (Bagozzi, 1986). Speci-
fically, “stimuli (e.g., object stimuli and social psychological stimuli)
develop individuals' cognitive and emotional states, which in turn de-
termine behavioral responses of approach or avoidance” (Lee, Ha, &
Widdows, 2011, p. 1196).
The validity of the S-O-R framework as being parsimonious and
robust for predicting customer responses has been widely documented
in various settings, such as online stores (Mazaheri et al., 2010;
Mummalaneni, 2005), restaurant service (Jang & Namkung, 2009),
high-technology products (Lee, Ha, & Widdows, 2011), and tourism
destination contexts (Su et al., 2014; Su & Hsu, 2013). Stimuli en-
compass not only object stimuli but also social psychological stimuli
(Slama & Tashchian, 1987). Particular to a tourism destination, stimuli
would include a tourist's perceptions of how the destination is managed
and the service surrounding his/her experiences in traveling to and
from the destination. Perceived destination management includes re-
putation management, socially responsible management, and any other
perceptions that can be developed related to the physical destination.
Perceived service includes quality and fairness as well as other factors
that relate to the perception of service acts that one associates with the
tourist's trip. Stimuli then contribute to tourists' emotional states re-
garding the destination experience, and in turn trigger a behavioral
response.
Interestingly, regarding whether satisfaction is a component of the
organismic or response variable, scholars have not yet reached a com-
plete consensus. Oliver (1981, p. 27) defined satisfaction as “the sum-
mary psychological state resulting when the emotion surrounding dis-
confirmed expectations is coupled with the consumer's prior feeling
about the consumption experience.” This definition is widely accepted
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Journal of Business Research xxx (xxxx) xxx–xxx
by marketing and tourism scholars. From this definition, satisfaction is
the summary psychological state. Rust and Oliver (1994) further sug-
gested satisfaction is seen as the degree to which the consumer per-
ceives the consumption experience to produce a positive or negative
psychological state. In the current study, tourist satisfaction is defined
as the same as Oliver (1981), and Rust and Oliver (1994); it is a psy-
chological state stimulated by a tourism experience provided by the
destination. On the other hand, Swan and Combs (1976) considered
satisfaction as a post-purchase attitude. That is, satisfaction could also
be viewed as a response in the S-O-R framework. Sherman, Mathur, and
Belk Smith (1997), despite naming “feeling” activities as part of the
organismic variable, included liking of a shopping experience, which
could be seen as akin to satisfaction, within the response component of
their S-O-R model. Additionally, Eroglu, Machleit, Davis, and
Rosenbloom (2003) show that their empirically operationalized model
includes satisfaction specifically within the response component of the
S-O-R framework. Additionally, Mummalaneni (2005) argued that sa-
tisfaction falls under “response” rather than “organism.” Accordingly,
while inconsistencies exist regarding the role of satisfaction in the S-O-
R framework, the present study considers satisfaction as a component of
“response.”
Applying the S-O-R framework in the tourism destination context,
the present study proposed that destination eco-friendly reputation
information (Stimuli) would elicit tourists' emotional states and as-
sessments (Organism) and, in turn, lead to tourists' satisfaction, re-
collection, and ERB (Response).
2.2.1. Stimuli: Perceived destination eco-friendly reputation
Academic works from the management, economics, sociology, and
marketing disciplines have scrutinized the impact of corporate reputa-
tion issues (Brown, Cowles, & Tuten, 1996; Keh & Xie, 2009). A lit-
erature search on corporate reputation reveals that “even though an
article or book clearly fits within the domain of corporate reputation
and made use of the terminology, its authors often did not offer a formal
definition of the term” (Barnett, Jermier, & Lafferty, 2006, p. 29).
Barnett et al. (2006) found three unique clusters of meaning for the
various definitions used: reputation as a state of awareness, reputation
as an assessment, and reputation as an asset. Specifically, reputation as
awareness “encompasses those definitions that referred to a term or
used language indicating that observers or stakeholders had a general
awareness of a firm but did not make judgments about it” (Barnett
et al., 2006, p. 32). Reputation as awareness rests on observers or sta-
keholders forming an identifiable perception without a specific re-
putation judgment. Reputation as assessment “referred to a term or
used language indicating that observers or stakeholders were involved
in an assessment of the status of a firm” (Barnett et al., 2006, p. 32).
Definitions of reputation fitting this second category were dependent
upon the existence of an observable evaluation or judgment of re-
putation. Reputation as an asset “referred to reputation as something of
value and significance to the firm. This group includes references to the
term as a resource or as an intangible, financial or economic asset”
(Barnett et al., 2006, pp. 33).
Concluding their work to provide a useful corporate reputation
definition, Barnett et al. (2006) stated that corporate reputation should
be seen as an “observers' collective judgments of a corporation based on
assessments of the financial, social, and environmental impacts attrib-
uted to the corporation over time” (p. 34). They emphasized that ideas
of corporate reputation should move away from mere awareness and
incorporate forms of judgment.
According to signaling theory, the concept of reputation has fre-
quently been connected to an organization's credibility (Casaló,
Flavián, & Guinalíu, 2007). Consumers generate attitudes toward pro-
ducts based on perceived quality regardless of whether those attitudes
are formed from direct experience with the product or merely the word
of other consumers, information via the media, or messages from the
company making the product (Helm, Garnefeld, & Tolsdorf, 2009). If
L. Su et al.
the firm has a positive reputation, then it is likely potential customers
will positively view that firm's products (Walsh, Dinnie, & Wiedmann,
2006). That is, a positive reputation reduces the cognitive effort for a
consumer either to choose a store/brand or to perceive favorable as-
sociations (Dowling, 2006). The overall reputation of a firm integrates
assessments about various elements of firm interactions with a range of
stakeholder groups (e.g., employees, suppliers, clients, customers,
bankers, auditors, and environmental enthusiasts) (Chang, 2013; Helm
et al., 2009). Reputation serves as a stimulus when it is conceptualized
as inspiring confidence in the firm, and customers then assess the firm's
reputation both at an absolute level of reputation and a relative level in
comparison to the competition (Chang, 2013; Loureiro & Kastenholz,
2011).
Environmental sustainability issues have become salient for many
consumers in recent years. According to an online survey conducted by
the Nielson Company (Anonymous, 2015), almost two-thirds (66%) of
consumers state they are willing to pay a bit extra for goods and ser-
vices provided by firms that care about social and environmental im-
pact. According to the work of Han and Kim (2010) and Han and Yoon
(2015), an environmentally friendly reputation becomes increasingly
critical to hospitality firms because of the exigency of wooing en-
vironmentally-concerned consumers. A green reputation is thus con-
sidered to be a key factor when meeting the growing demand con-
sumers have for eco-friendly offerings in the hospitality industry.
Consistent with the work of Barnett et al. (2006), this study con-
siders eco-friendly reputation of the destination as the tourists' com-
bined assessments of a destination applying their overall evaluation of
the environmental impacts attributed to the destination. A destination's
eco-friendly reputation could be seen as a comprehensive assessment of
the extent to which a destination is substantially “good” or “bad” re-
garding the environment. It includes the estimations, judgments, eva-
luations and opinions of tourists related to the destination's ecological
or environmental activities.
Eco-friendly reputation can lead to various benefits (Norheim-
Hansen, 2015). Organizations that endorse environmentally-focused
activities may augment organizational performance through, for ex-
ample, reused/reduced/recycled consumption and improved processes
(Hart & Ahuja, 1996). Additionally, evidence suggests that stakeholders
see environmental performance as contributing to the creation of new,
valuable capabilities and product offerings for customers (Aragón-
Correa & Sharma, 2003).
2.2.2. Organism: emotions
Emotional responses can be grouped and categorized, such as hap-
piness, rage, disgust, and disdain (Izard, 1977); or mapped to unique
emotional dimensions, such as pleasantness/unpleasantness or calm-
ness/excitement (Plutchik, 1980). The Pleasure-Arousability-Dom-
inance (PAD) emotional state model is a psychological model which
applies a bipolar PAD scale configuration for gauging emotional re-
sponse to environmental stimuli (Mehrabian & Russell, 1974). Although
the bipolar pleasantness-unpleasantness continuum is very commonly
applied (Russell, 1983), Westbrook (1987, p. 260) forwarded the suit-
ability of a unipolar assessment for consumption experiences, primarily
to avoid issues in the bipolar conceptualization which allow for “am-
bivalence or the joint occurrence of pleasant and unpleasant states, as
well as the occurrence of neither pleasant nor unpleasant states.”
Abelson, Kinder, Peters, and Fiske (1982) identified two unipolar, dis-
crete dimensions that correspond to positive and negative emotional
states. In a shopping context, Yalch and Spangenberg's (2000) empirical
study also indicated the adequate conceptions of positive and negative
emotions. Typically, positive emotion is related to actions, eagerness,
and alertness (Kelley & Hoffman, 1997) whereas negative emotion is
related to a range of aversive states, including anger, derision, disgust,
guilt, fear, and nervousness (Lee, Kim, Son, & Lee, 2011). The unipolar
view was preferred by Jang and Namkung (2009) because it can cap-
ture customers' happiness and unhappiness at the same time. Using the
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Journal of Business Research xxx (xxxx) xxx–xxx
Differential Emotional Scale (DES) designed by Izard (1977), Jang and
Namkung (2009) employed both positive and negative emotions to
measure emotions in restaurant settings. Their study showed that both
positive and negative emotions mediated the relationship between
perceived product, atmospheric, and service quality and the behavioral
intentions of consumers.
Consumption emotions refer to the set of emotional responses as-
sociated with consumption experiences (Westbrook & Oliver, 1991).
Quite a few prior empirical research studies concluded that improving
the positive emotions associated with consumption could lead firms to
establish competitive advantages, improve efficiency, gain greater
market share, increase financial performance, improve profitability,
and, by so doing, make the firm more successful overall (e.g., Han et al.,
2009; Han & Jeong, 2013; Han & Kim, 2010; Lee, Hsu, Han, & Kim,
2010). Thus, to be consistent with previous research (e.g., Jang &
Namkung, 2009; Su et al., 2014; Su & Hsu, 2013), tourists' emotional
attitude will be captured with two dimensions: positive and negative
emotions.
2.2.3. Response: satisfaction, recollection, and environmentally responsible
behavior
In the service context, the prevailing definition of satisfaction is “the
summary psychological state resulting when the emotion surrounding
disconfirmed expectations is coupled with the consumer's prior feeling
about the consumption experience” (Oliver, 1981, p. 27). Many re-
searchers acknowledge the importance of the concept of overall sa-
tisfaction. According to Anderson et al. (1994, p. 54), overall satisfac-
tion refers to “an overall evaluation based on the total purchase and
consumption experience with a good or service over time.” Satisfaction
has also been considered a post-purchase attitude (Swan & Combs,
1976), which reflects a combined attitude of customer past experience,
product performance assessment, and how consumers perceive the
physical environment where the consumption takes place (Bramwell,
1998; Ringel & Finkelstein, 1991; Ross & Iso-Ahola, 1991). Satisfaction
has additionally been correlated with destination choice, tourism pro-
duct consumption, and tourist intentions to return (Alegre & Juaneda,
2006; Kozak & Rimmington, 2000). Satisfaction is seen as the com-
parison of prior expectations to the perceptions of the consumption
experience, and in cases where expectations are not met the consumer
is seen as dissatisfied with the product (Oliver, 1980). Satisfaction,
then, is seen as the degree to which the consumer perceives the con-
sumption experience to produce positive feelings (Rust & Oliver, 1994).
The tourist is satisfied when the perceived product performance meets
or exceeds his or her expectations, which can result in feelings of
gratification. However, when displeasure leads the consumer to assess
the comparison of expectations and results negatively, the tourist is
dissatisfied (Reisinger & Turner, 2003). In the current study, tourists'
satisfaction is conceptualized as the overall level of contentment with
the tourist experience provided by the destination.
Recollection, or the act of remembering, is another result of a
tourism experience for the consumer. The traces of the emotions
aroused in consumers can be experienced again through recollection
(Arora & Singer, 2006; Rubin & Kozin, 1984; Zeithaml, Bitner, &
Gremler, 2012). The stronger the emotional impact of the event, the
more likely the consumer will be to recollect the experience later
(Talarico & Rubin, 2003). Any and all elements of the consumption
experience at a tourist destination can be a factor in the emotions ex-
perienced and thus impact the degree to which the consumer can re-
collect the event afterward.
ERB might include any of a wide range of actions and is often used
interchangeably with other terms, to include pro-environmental beha-
vior, green behavior, environmentally friendly behavior, en-
vironmentally conscious behavior, and eco-friendly behavior
(Kiatkawsin & Han, 2017; Miller, Merrilees, & Coghlan, 2015; Tsarenko,
Ferraro, Sands, & McCleod, 2013). ERB is a mechanism of environ-
mental protection, and further ERB of tourists is tourist action to either
L. Su et al.
reduce or avoid the destruction of environmental resources (Chiu, Lee,
& Chen, 2014; Su, Swanson, & Chen, 2018). Previous studies claimed
that tourists' ERB has been a research focus for several years, and ways
improve the tourists' ERB have been explored on a large scale. In these
studies, ERB is described as a person's actions demonstrating that she or
he tries her or his best to personally conserve the environment and take
actions to address environmental concerns (Schultz, 2000; Stern, 2000).
Lee (2011) suggested that ERB is the behavior of tourists who work to
minimize adverse environmental effects and devote themselves to en-
vironmental protection while not negatively impacting the destination
environment during their tourism experience.
Cottrell and Graefe (1997) concluded that ERB includes environ-
mental concern, commitment, and ecological knowledge. Stern (2000)
further added that consumers exhibit ERB by demonstrating environ-
mental activism, through non-activist behaviors in the public sphere,
and environmentally conscious activity in their private lives. ERB could
also be seen as activity that aids in environmental protection or pro-
motes environmentally protective behavior in others (Cottrell, 2003;
Lee, 2011). Energy conservation and waste recycling activities would
also demonstrate a consumer's ERB commitment (Iwata, 2001). Ad-
ditionally, ERB is reflected in a person's political, recycling, and edu-
cation activities (Thapa, 2010).
2.3. Script theory
Based on psychological theory, Tomkins (1978) constructed script
theory which explains that people's behavior regularly falls into pat-
terns called “scripts,” because people act in a way similar to a written
script that offers a program for action. Marketing scholars have applied
script theory to examine consumer behavior (Bozinoff & Roth, 1983;
Hamalainen, Oksanen, & Hakkinen, 2008; Manthiou et al., 2014).
Script theory arose from cognitive information processing theories and
includes schemata, which are patterns saved in memory from experi-
ence or other learning (Lindsay & Norman, 1977), and they help gen-
erate scripts for guiding a consumer's behavior when a situation mat-
ches elements of the schemata (Bozinoff & Roth, 1983). Script theory
could be used to interpret the formation of tourist's ERBs. Tourists de-
velop emotions when they experience the tourism products in the
destination (Su et al., 2014; Su & Hsu, 2013; Zeithaml et al., 2012).
According to script theory, a tourist's emotional experience in the
destination is stored in memory as schemata (Arora & Singer, 2006;
Lindsay & Norman, 1977), and the script can be activated to guide ERB
(Bozinoff & Roth, 1983; Manthiou et al., 2014).
In the current study, script theory describes the internal information
processing to explain the tourists' formation of ERB through memory.
Destination eco-friendly reputation as a stimulus elicits emotional ex-
perience (positive and negative emotions), which is key to script gen-
eration. The script is stored in the tourist's memory, and the memory
subsequently will be recollected and, in turn, impacts tourist satisfac-
tion and tourist ERB.
2.4. Hypothesis development
Broadly, the S-O-R model and script theory offer helpful, com-
plementary ideas for the formation of an integrated theory to elucidate
the impact of tourist experiences and how these experiences eventually
lead to the development of tourist ERB. Building off of the previous
section, this section details the component of a theoretical model to
show how consumption experiences through a tourist destination
would potentially impact ERB (Fig. 2).
2.4.1. The associations of destination eco-friendly reputation and
consumption emotions
Cognitive consistency theories (Heider, 1946; Osgood &
Tannenbaum, 1955) postulate that people work to have consistency
between attitude objects so that related objects have similarly positive
5
Journal of Business Research xxx (xxxx) xxx–xxx
or negative attitudes associated with them. Additionally, attitudes and
behaviors are thought to be compared by individuals and individuals
are thought to build behavioral intentions based on their own assess-
ments of their attitudes, and build attitudes based on assessments of
their own past behavior. Connecting signaling theory to cognitive
consistency theories, the attitude formed related to a good reputation
for a firm should impact feelings of loyalty and behavioral intentions
toward that firm (e.g., Bettencourt, 1997; Zeithaml, Berry, &
Parasuraman, 1996). Customer identification with, and commitment to,
the firm is positively impacted by corporate reputation (Bartikowski &
Walsh, 2011; Keh & Xie, 2009), and these can be seen as the emotional
response of customers to the firm. Supporting this view, Bennett and
Gabriel (2001) argued that customers can form emotional bonds and
commitment when they perceive a positive corporate reputation.
Destination eco-friendly reputation represents the tourists' overall
assessment of valence regarding ecological practices of the destination's
management. As a component of corporate reputation, it is derived
from the estimation, judgment, evaluation, and opinion that the tourist
holds regarding the destination's ecological or environmental activities
in the past. According to signaling theory, a positive eco-friendly re-
putation signals that the destination has done very well in their eco-
logical and environmental practices, which may satisfy tourists' demand
for eco-friendly goods and services (Han & Kim, 2010; Han & Yoon,
2015). According to cognitive consistency theory (Heider, 1946;
Osgood & Tannenbaum, 1955), cognitive consistency will trigger
tourists' positive emotions and eliminate (or reduce) their negative
emotions. Thus, we can consider the likely positive impact of eco-
friendly reputation on soliciting tourists' positive emotions and redu-
cing possible negative emotions. Therefore, we suggest the following
hypotheses:
H1. Destination eco-friendly reputation positively impacts tourists'
positive emotions.
H2. Destination eco-friendly reputation negatively impacts tourists'
negative emotions.
2.4.2. The associations of destination eco-friendly reputation and tourist
satisfaction
Though the tourism and hospitality literature has rarely linked
destination reputation and tourism satisfaction, significant work has
been done in the marketing literature to evaluate corporate reputation's
positive impact on customer satisfaction (e.g., Andreassen & Lindestad,
1998; Chang, 2013; da Silva & Alwi, 2006; Davies & Chun, 2002; Zins,
2001). Firms with favorable corporate reputations can encourage high
consumer expectations, and levels of satisfaction, related to the quality
of goods and services provided by the firm (Chang, 2013). Focusing on
Germany's private energy customers, Walsh et al. (2006) found a strong
correlation between corporate reputation and customer satisfaction.
Helm et al. (2009) investigated evidence of causality between corporate
reputation and satisfaction, suggesting that reputation management is
built upon the quality of the firm's offering due to product quality's
impact on satisfaction. Using a restaurant setting, Chang (2013) con-
firmed the positive relationship between reputation and customer sa-
tisfaction. Using a rural lodging setting, Loureiro and Kastenholz (2011)
found a positive impact of corporate reputation on customer satisfac-
tion.
Destination eco-friendly reputation represents the tourist's com-
prehensive destination assessment of the extent to which it is sub-
stantially “good” or “bad” in its ecological practices. Again, fitting with
corporate reputation, it includes the tourist's estimation, judgment,
evaluation, and opinion of the destination's ecological or environmental
activities in the past. According to signaling theory, a positive eco-
friendly reputation signs that the destination has done very well in their
ecological and environmental practices may satisfy tourists' demand for
eco-friendly goods and services (Han & Kim, 2010; Han & Yoon, 2015).
L. Su et al.
Posive
emoons
H1
H4
Desnaon
eco-friendly H3 Tourist
reputaon sasfacon
H2 H5
Negave
emoons
Fig. 2. Theoretical model.
Therefore, one can infer that a destination eco-friendly reputation may
improve tourist satisfaction. Based on the above discussion, we hy-
pothesize the following:
H3. Destination eco-friendly reputation positively impacts tourist
satisfaction.
2.4.3. The associations of consumption emotions and tourist satisfaction
The influence of emotions on satisfaction has been described in
multiple studies (Ladhari, Brun, & Morales, 2008; Liljander &
Strandvik, 1997; Su & Hsu, 2013; Westbrook, 1987; Wirtz & Bateson,
1999; Wong, 2004). In cable television service subscribers and auto-
mobile owners, Westbrook (1987) identified an overall impact of po-
sitive affect positively, and negative affect negatively, altering judg-
ments of consumer satisfaction. Oliver and Westbrook (1993)
discovered attribute satisfaction, attribute dissatisfaction, disconfirma-
tion of expectations, positive emotions, and negative emotions all had
an impact on overall satisfaction. In a restaurant context, Ladhari et al.
(2008) identified three antecedents of customer satisfaction: positive
emotions, perceived service quality, and negative emotions. In their
study, negative emotions had a lesser impact on customer satisfaction
than did positive emotions. Additionally, Wirtz, Mattila, and Tan's
(2000) work confirmed the link between consumer emotion and con-
sumer satisfaction. Specifically, positive consumer emotions positively
impacted consumer satisfaction while negative consumer emotions
negatively impacted consumer satisfaction. Looking at a natural heri-
tage destination, Su and Hsu's (2013) findings suggested that positive
and negative emotions both have a significant effect on tourist sa-
tisfaction (with opposing directions). More recently, Song and Qu
(2017) confirmed customer satisfaction as an important outcome of
consumption emotions in the context of ethnic restaurant consumption.
The above discussion leads to the following hypotheses:
H4. Positive emotions positively impact tourist satisfaction.
H5. Negative emotions negatively impact tourist satisfaction.
2.4.4. The associations of consumption emotions and recollection
Memory can be seen as the ability of a person to bring into the
present conscious mind that individual's past behaviors, experiences,
and events (Schacter, Chiu, & Ochsner, 1993). Moreover, memory
pertains to processes of consumers' information encoding, learning,
categorization, and knowledge (Johar, Maheswaran, & Peracchio,
2006). Experiencing a remarkable event can often have a significant
and lasting effect on a person's memory (Kyle, Graefe, & Manning,
2005). Several classifications of memory have been suggested. For ex-
ample, Bower (1970) demonstrates there are both short-term and long-
Journal of Business Research xxx (xxxx) xxx–xxx
H8
H6
Environmentally
H10 Tourists’ H12
responsible
recollecon behavior
H7 H11
H9
term memory. Based on the source of retrieved information, Bettman
(1979) divided memory into recognition memory and recall memory.
Tung and Ritchie (2011a) suggest that consumer experience provides
the basis for dimensions of memory, such as narrative reasoning (i.e.,
“anecdotes that have a beginning, a plot, and an end”) (Adval & Wyer,
1998, p. 208), validity (i.e., clear memory of past experiences), and
recollection (i.e., experiences are brought back into the conscious mind)
(Tung & Ritchie, 2011a). In a tourism consumption context, recollection
is particularly important because tourism activities are designed to
generate strong memories for tourists that will later be recalled and
treasured for the rest of their lives (Tung & Ritchie, 2011a). From the
tourism consumption perspective, recollection is the memorization and
recall of the tourism experience (Rubin, Schrauf, & Greenberg, 2003).
Rubin and Kozin (1984) demonstrated the autobiographical importance
of experience recollection. Those events that are more exceptional and
uncommon are likeliest to be remembered (Kim, 2010).
After emotions are created, memories remain in the brain (Arora &
Singer, 2006; Rubin & Kozin, 1984; Zeithaml et al., 2012). Emotions are
a key motivational force and also impact memory and information
processing (Kuhl, 1986). Emotional stimuli, including both positive and
negative, create events with strong memorability (Dewhurst & Parry,
2000; Kensinger & Corkin, 2003; Kim, 2014). A strong positive or ne-
gative emotion is an igniter of a consumer's mental recollections
(Talarico & Rubin, 2003). Thus, emotions can be viewed as a “cause”
with the “result” being memories. In their analysis of the importance of
affect on consumer behavior, Cohen and Areni (1991) discussed how
consumers might access an affective trace associated with a product and
that associated feeling could then play a role in product evaluation. In
the context of experiential tourist consumption, visitors' satisfactory or
unsatisfactory emotions create significant impressions and, in turn,
produce strong memories (Kozak, 2001; Thomsen & Hansen, 2009).
Therefore, a travel journey provides the space and time in which
emotions can be created and shared, which means remarkable, positive
emotions can be expected to generate tourists' memories that could be
accessible later via recollection. Likewise, remarkable, negative emo-
tions are expected to facilitate the generation of negative memories.
Therefore, the following hypotheses are proposed:
H6. Positive emotions positively impact tourists' recollection.
H7. Negative emotions negatively impact tourists' recollection.
2.4.5. The associations of consumption and environmentally responsible
behavior
Consumer experiences and reactions are driven, at least in part, by
emotions (Babin, Darden, & Babin, 1998; Lee, Lee, Lee, & Babin, 2008;
Su, Swanson, Hsu, & Chen, 2017). Work in environmental psychology
6
L. Su et al.
supports the idea that emotional states lead people toward particular
goals and actions (Donovan & Rossiter, 1982; Mehrabian & Russell,
1974). An individual's approach or avoidance behavior is elicited in
part from emotion-generating cues in the environment (Mehrabian &
Russell, 1974). The physical environment, emotions, and response are
components of the S-O-R model, which makes it a useful theoretical tool
for the current study. In short, this study supposes consumption emo-
tions experienced by tourists affect their behaviors.
Many researchers point out that what people do and how they do it
is determined by their feelings or emotions (Donovan & Rossiter, 1982;
Mehrabian & Russell, 1974), and emotions have a significant influence
on various behaviors (Nyer, 1997; Westbrook, 1987). Romani, Grappi,
and Bagozzi (2013) see the positive emotion of gratitude as a mediator
between corporate social responsibility and positive advocacy beha-
viors, thus showing how experienced emotions can impact consumer
activity. Additionally, based on the work of Izard (1977), Jang and
Namkung's (2009) research concludes that emotions play a mediating
role in the effect of perceived quality (product, atmosphere, and ser-
vice) and behavior. Based on this, consumption emotions play a crucial
role in producing profits for firms, through things like the extension of
retention and word-of-mouth referrals (Gracia, Bakker, & Grau, 2011;
Han & Jeong, 2013). Ballantyne and Packer (2011) demonstrate that
tourists interact with natural environments through ecological desti-
nations, which provides opportunities to learn about these environ-
ments and appreciate their fragility while also creating enjoyable va-
cation experiences. Tourists learn, and through learning their attitudes
and behavioral intentions can change. Thus, we can infer that emo-
tional experiences of tourists in the destination can impact their ERB.
When the travel experience produces positive emotions, it will lead to
increased ERB. On the contrary, when the travel experience produces
negative emotions, it will lead to decreased ERB. Therefore, this leads
to the following two hypotheses:
H8. Positive emotions positively impact tourists' ERB.
H9. Negative emotions negatively impact tourists' ERB.
2.4.6. The association of tourist satisfaction and recollection
Although tourist satisfaction and recollection are the core constructs
in tourism experience, few studies have directly examined the re-
lationship between them. According to the expectancy/disconfirmation
paradigm, exceeded expectations creates a satisfying consumer ex-
perience (Churchill & Surprenant, 1982). Memorable experiences are
created through this positive disconfirmation as an important triggering
event (Tung & Ritchie, 2011a), and a positive, unforgettable event
outperforms tourists' expectation (Ritchie, Tung, & Ritchie, 2011). Al-
though Triantafillidou and Siomkos (2014) did not examine the direct
effect of satisfaction on recollection, they found that satisfaction posi-
tively impacts nostalgia and re-experience intention.
Tung and Ritchie (2011a) suggested intense satisfaction is high-
lighted by a sense of exhilaration, creating a profound sense of enjoy-
ment that is long cherished and that becomes a landmark in the
memory. In a qualitative study, Chandralal and Valenzuela (2013)
found tourists tend to remember the tourism activity more when they
are satisfied with the tourism experience. Additionally, Rubin et al.
(2003) found that tourist satisfaction has an effect on autobiographical
memory, and recollection is central to autobiographical memory. They
further suggested tourists may recollect their past satisfactory travel
experiences over time to replicate the same positive emotions/sa-
tisfaction. This desire to replicate the previous behavior encourages
consumers to rehearse their memory. In line with this discussion, we
propose the following hypothesis:
H10. Tourist satisfaction positively impacts tourists' recollection.
7
Journal of Business Research xxx (xxxx) xxx–xxx
2.4.7. The association of tourist satisfaction and environmentally
responsible behavior
Orams (1995) indicated that ecotourism tourist satisfaction depends
on experiences, and if the tourist is satisfied with the experiences, he/
she will likely change his/her behavior. Powell and Ham (2008),
studying tourist behavior in relation to the Galapagos National Park,
discovered that tourists' satisfaction is supported by guidance in eco-
logical areas, and that an increase in support for conservation efforts
can be created through ecotourism experiences. Chiu et al. (2014)
studied tourists to the Sicao Ecological Area in Taijiang National Park
and found that tourist satisfaction can promote ERB, and satisfaction
also partially mediated the relationship between perceived value and
ERB. Thus, tourists having satisfactory experiences with the destination
can enhance their ERB (Chiu et al., 2014; Higham & Carr, 2002; Lee &
Moscardo, 2005). Hence, we hypothesize:
H11. Tourist satisfaction positively impacts tourists' ERB.
2.4.8. The association of recollection and environmentally responsible
behavior
Although no previous research has provided empirical evidence to
support the effect of tourists' memory on their ERB, it has been sug-
gested that memory would influence consumer repeat patronage (e.g.,
Lee, Lee, & Yoon, 2009; Manthiou et al., 2014; Wirtz, Kruger, Scollon, &
Diener, 2003). For instance, Wirtz et al. (2003) suggested tourists are
more likely to revisit the destination when they have enjoyable mem-
ories of past trips, and they anticipate similarly pleasant experiences.
Based on the destination-oriented memories, personally-oriented
memories, and socially-oriented memories, Morgan and Xu (2009) de-
monstrated the importance of tourists' former memorable experiences
as tourists' memories impacted future travel aspirations. Manthiou et al.
(2014) examined the effect of memory validity and tourist loyalty be-
havior in a festival setting and found the validity of memory improves
attendees' interest and elicits more consistent and durable attitudes and
future intentions to revisit. Based on the discussion above, this paper
also considers that tourists' memories will possibly impact their ERB.
When tourists have experienced a pleasant conservation-related
memory in the destination, they will be more likely to demonstrate ERB
to protect the destination environment and other environments like it
as well. Thus, the following hypothesis is proposed:
H12. Recollection positively impacts tourists' ERB.
3. Methodology
In the following sections, we provide the bases for the items de-
fining our survey constructs. Next, we provide our data collection
method, describing how we collected data from visitors to Mount
Yuelu, which is a well-known tourism destination in China. An ade-
quate mirror park in the U.S. would perhaps be something equivalent to
the popular Great Smoky Mountains National Park. Subsequently, we
describe our data analysis approach.
3.1. Questionnaire design
Once the research model was identified, we sought to design the
tourist questionnaire for a pilot study with all of the original questions
from the sources noted for each of the measured constructs. A limited
number of respondents in the pilot study were requested to provide
comments and suggestions regarding the clarity of the question items in
the draft survey. In addition, we conducted a reliability analysis (e.g.,
check the Cronbach's alpha as well as the item-total statistics) on each
scale. Based on the exploratory data analysis of the pilot study, the
question pools were reduced to a more manageable and parsimonious
list (to avoid likely respondent fatigue and incomplete responses). The
students used in the pilot study were also pre-screened to ensure that
L. Su et al. Journal of Business Research xxx (xxxx) xxx–xxx

they had recent tourism experience prior to participation in the pilot. respondents were ensured that the survey data would only be used to
We then describe the source of survey question items below. better understand tourists' attitude and travel experiences for an aca-
Three items are used to measure destination eco-friendly reputation, demic research project, without any commercial sponsorship.
and these items were adapted from Lee et al. (2010) and Thomas Therefore, the respondents may be more willing to provide accurate
(2011). This scale has been proven to offer acceptable reliability and responses, which would improve the value of the survey data.
validity in a green hotel consumption context (Han & Yoon, 2015). Survey collectors stayed available nearby as respondents completed
Based on Izard's (1977) categorization of emotions, the items the survey so that respondents could ask for clarifications if they had
measuring tourist emotions are divided into two discrete dimensions: any questions. Survey collectors understood that their role was to
positive (excited, happy, and relaxed) and negative (angry, bored, and clarify questions and that they should not influence responses. Once the
annoyed) emotions, which have also been shown to offer acceptable survey collectors received a completed questionnaire, they quickly
reliability and validity in a heritage and city tourism context in main- scanned through the questionnaire for any likely missed questions and
land China (Su et al., 2014; Su & Hsu, 2013). they would approach the respondents to give their candid response at
Tourist satisfaction matters to any organization providing major the site. A total of 600 questionnaires were distributed, and 566 were
tourism service experiences, such as hotels, camp grounds, theme parks, returned to the researchers. Among these returned questionnaires, 44
resorts, or other tourism services. In practice, tourist satisfaction might were dropped due to incomplete answers which results in 522 responses
be operationalized as the overall assessment of the tourism experience. (a 92.23% valid response rate) for subsequent data analysis.
The satisfaction construct in this study was measured with three items
based on those used by Brown et al. (1996). Likewise, acceptable re-
liability and validity support could be found in a heritage tourism and 3.3. Data analysis
city tourism context in China (Su & Hsu, 2013).
Recollection was measured using four question items, and the scale Measurement quality of the model proposed by this study was as-
was adapted/modified from the work of Rubin et al. (2003), as well as sessed with a measurement model. Subsequently, the structural equa-
Sheen, Kemp, and Rubin (2001). tion modeling (SEM) technique was utilized to evaluate the fit between
For the ERB scale, six items were adapted and modified from the the data and the theoretical model, to test the hypothesized relation-
work of Smith-Sebasto and D'Costa (1995) and Thapa (2010). Support ships among constructs included in the conceptual model, and to con-
for this scale's reliability and validity could be found in an island duct modeling comparisons between the theoretical model and the
tourism context (Cheng et al., 2013) and an ecotourism context (Chiu competition model.
et al., 2014).
The scales ranged from “Extremely disagree”(1) to “Extremely
4. Empirical analysis and results
agree”(7); however, for tourist satisfaction, scale ranged from
“Extremely unsatisfactory”(1) to “Extremely satisfactory”(7).
In the following sections, we describe the overall characteristics of
the sample in relation to various demographic variables. Next, we
3.2. Sample design and data collection
proceed with an analysis of the measurement model along with tests of
the data reliability and validity.
Data for the current study was collected through a survey of the
visitors to Mount Yuelu, a famous natural and cultural park destination
located near a large city (Changsha) in China. Specifically, Mount Yuelu 4.1. Sample description
lies on the west bank of Xiangjiang River, and it is recognized as China's
top-tier 5A natural scenic area. The natural scenery is unique, and Table 1 presents survey respondents' demographic profile. The
several rare plants (e.g., privet, ginkgo, camphor) and rare birds have sample has a relatively balanced ratio of males (52.5%) and females
been documented there. Mount Yuelu has a brilliant, colorful landscape (47.5%). Most respondents are relatively young, with the majority
that has inspired many visitors. For example, a poem written by Du Mu, being 18 to 24 years old (35.1%) and 25 to 44 years of age (31.8%).
a well-known Chinese ancient poet, states, “Stop the coach and watch Most respondents have received a good education, and 10.0% of them
the maple leaves until late, the leaves covered by frost are more red have postgraduate degrees. Monthly income responses showed a dis-
than the flowers in February.” Chairman Mao once studied in this re- crete distribution. A wide range of visitor frequency was reported, de-
gion when he was an adolescent. spite the first-time visitors (39.3%) and five or more visit (32.4%)
The tourist survey was conducted in three visitors' rest areas near groups being notably larger than the other three groups.
the exit in September and October 2016. Fifteen college students were
trained as the survey investigators to participate in the survey collection Table 1
project. These survey collectors were divided into three equal-sized The socio-economic and demographic characteristics of the sample.
teams. All survey collectors were instructed regarding the goals of the Variables n % n %
current study, and given background information on the tourist site
where data collection was to occur. Instructions were provided re- Age in years Monthly income
garding how to courteously invite adult respondents to participate in 18 to 24 183 35.1 < 2000￥ 211 40.4
25 to 44 166 31.8 2000 to 2999￥ 52 10.0
the study. The survey collectors were dressed in matching uniforms that
45 to 64 116 22.2 3000 to 3999￥ 89 17.0
included the logo from a reputable regional university. 65 or older 57 10.9 4000 to 4999￥ 65 12.5
Each team was assigned to one of three different rest areas at Mount 5000￥ or more 105 20.1
Yuelu on a rotating schedule at different times during a four-week Gender
Male 274 52.5
period. Adult visitors were approached to check whether they are do-
Female 248 47.5
mestic Chinese tourists, and qualified domestic tourists were provided Educational attainment Visiting frequency
with a verbal overview of the survey before they were solicited to Less than High School 34 6.5 First Time 205 39.3
participate in the survey. If the respondents agreed to complete a self- High School/Technical School 91 17.4 Second Time 52 10.0
administered questionnaire, the field researcher would give them a Undergraduate/Associate 345 66.1 Third Time 50 9.6
Degree Fourth Time 46 8.8
hard copy questionnaire. Notably, the field researchers informed the
Postgraduate Degree 52 10.0 Fifth Time or 169 32.4
respondents that the questionnaire was anonymous, and no attempt More
would be made to verify their individual information. In addition, the

8
L. Su et al.
4.2. Measurement model
To address research questions, we adopted a two-step analysis
process as per Anderson and Gerbing (1988), with confirmatory factor
analysis (CFA) as the first step to verify the measurement model and
examination of the proposed inter-variable relationships as the second
step.
4.2.1. The indices of the measurement model
The fit indices of the measurement model suggest that the model fit
the data very well. A lenient rule of thumb for an acceptable χ2/df
value is 5 or below (Wheaton, Muthén, Alwin, & Summers, 1977) and a
relatively more conservative rule of thumb for the χ2/df value is 3 or
below (Johnson, Kotz, & Balakrishnan, 1994). The χ2/df score was
3.069, which does not exceed the more lenient acceptable ceiling of 5.
The RMSEA value was 0.063, < 0.08; GFI = 0.902, NFI = 0.936,
RFI = 0.923, IFI = 0.956, TLI = 0.947, CFI = 0.956, all of which were
greater than the 0.900 cutoff, and AGFI = 0.871 was higher than the
0.800 cutoff value. According to the model evaluation criteria sug-
gested by Hu and Bentler (1999), all the indices are acceptable.
Therefore, it can be considered that the measurement model fits the
data well.
4.2.2. Reliability testing
Using Cronbach's alpha coefficient and composite construct relia-
bility, the measuring reliability was checked. Table 2 presents the re-
sults, which shows that the Cronbach's alpha of constructs is from 0.857
to 0.949, far more than the suggested cutoff of 0.70. At the same time,
the composite reliability of constructs is from 0.866 to 0.949, greater
than the threshold for indicating reliability suggested by Fornell and
Larcker (1981), ensuring acceptable internal consistency of multiple
items for each construct (Hair, Anderson, Tatham, & Black, 1998).
4.2.3. Validity testing
We empirically examined both convergent validity and discriminant
validity of the constructs included in the model. Convergent validity
was assessed by the contribution of measurement items to constructs
and was satisfied because all item factor loadings are greater than or
equal to 0.639 and are significant at the 0.001 significance level
(Anderson & Gerbing, 1988). In addition, the average variance ex-
tracted (AVE) of all constructs ranged from 0.534 to 0.861, higher than
the minimum criterion of 0.500, indicating that a large portion of the
variance was explained by the constructs (Fornell & Larcker, 1981; Hair
et al., 1998). All this suggests that there is enough convergent validity
of measurements.
Discriminant validity reflects that a construct does not significantly
share information with another construct. Discriminant validity was
examined by comparing the square root of average variance extracted
(AVE) with the correlation coefficient between constructs. If AVEs were
greater than the squared correlations between any pair of constructs, it
indicates discriminant validity is satisfied (Fornell & Larcker, 1981). As
shown in Table 3, all correlation coefficients are less than or equal to
0.691, and all square root of AVEs are greater than or equal to 0.731,
which means all correlation coefficients are less than their corre-
sponding square root of AVEs. Thus, the scales studied in this research
project meet the discriminant validity requirement.
4.3. Structural path model
Further analyzing the data, in the following sections we explore the
fit of the path model as a whole and review the test statistics associated
with the various hypotheses.
4.3.1. Goodness-of-fit indices
The fitting indices of the structural path model show that χ2/df was
2.721, which is less than a conservative cut-off value of 3 (Johnson
9
Journal of Business Research xxx (xxxx) xxx–xxx
et al., 1994; Hair, Black, Babin, Anderson, & Tatham, 2010). The
RMSEA value was 0.057, < 0.08; GFI = 0.913, NFI = 0.942,
RFI = 0.932, IFI = 0.963, TLI = 0.956, CFI = 0.963, all of which were
greater than the 0.900 cutoff, and AGFI = 0.887 was more than the
0.800 cutoff. According to the criterion suggested by Hu and Bentler
(1999), the overall proposed model fits the data very well.
4.3.2. Hypotheses testing
Table 4 shows the results of the structural path model proposed in
this study. The effect of destination eco-friendly reputation on positive
emotions (λ21 = 0.614, p < .001), negative emotions (λ31 = −0.241,
p < .001), and tourist satisfaction were significant (λ41 = 0.367,
p < .001), which suggested that H1, H2, and H3 were supported.
Therefore, perceived destination eco-friendly reputation is an important
antecedent of consumption emotions (positive and negative) and tourist
satisfaction.
Positive emotions and negative emotions significantly impact tourist
satisfaction (β42 = 0.413, p < .001; β43 = −0.155, p < .001), re-
collection (β52 = 0.241, p < .001; β53 = −0.111, p < .01) and
tourist ERB (β62 = 0.161, p < .01; β63 = −0.111, p < .01) respec-
tively. Thus, H4, H5, H6, H7, H8, and H9 were supported.
The effect of tourist satisfaction on recollection and ERB are both
significant (β54 = 0.477, p < .001; β64 = 193, p < .01), which sup-
port H10 and H11. About the relationship between recollection and
ERB, support for recollection significantly impacts ERB (β65 = 0.342,
p < .001), so H12 was also supported.
4.3.3. Model outcome explanations
Fig. 3 shows the empirical outcome of the structural path model.
The model explained 56.3%, 41.1%, 39.7%, and 37.7% variance of
tourist satisfaction, tourists' recollection, ERB and positive emotions.
The explained variance of negative emotions is relatively low (5.8%).
All these mean that large effects of exogenous variables on the en-
dogenous variables were captured in the model, and suggest there was a
stable relationship between the variables in the theoretical model,
which demonstrates that the theoretical model has good explanatory
power.
4.4. Mediating effect analysis
To further investigate the influencing mechanism of destination eco-
friendly reputation on environmentally responsible behavior, we ana-
lyze the mediating effects of emotions, satisfaction, and recollection
utilizing the bootstrapping method (Jose, 2013).
The present study employed the bootstrap procedure to examine the
significance of all likely indirect paths in the final model. The number
of bootstrap samples was set to 2000 with the confidence level set at
95%. The results were summarized in Table 5.
It is obvious that the value of zero (0) is not included between the
lower bound 95% BC and the upper bound 95% BC in the following few
individual effects: DER → PE → ERB; DER → NE → ERB; DER → TS →
ERB; DER → PE → TS → ERB; DER → NE → TS → ERB; DER → PE →
TR → ERB; DER → NE → TR → ERB; DER → TS → TR→ ERB; DER →
PE → TS → TR → ERB; DER → NE → TS → TR → ERB. In other words,
the individual effects are statistically significant, which reveal that the
effect of destination eco-friendly reputation on environmentally re-
sponsible behavior is mediated by positive emotions, negative emo-
tions, tourist satisfaction, and tourists' recollection. Further, statistically
significant multi-mediating paths indicate that the effect of destination
eco-friendly reputation on environmentally responsible behavior is
firstly mediated by emotions (positive and negative), secondly medi-
ated by tourist satisfaction, and thirdly mediated by tourists' recollec-
tion. Together, these mediation analysis findings demonstrate the in-
fluencing mechanism of destination eco-friendly reputation on
environmentally responsible behavior.
 L. Su et al.

Table 2
Empirical results of the measurement model.
Construct Question items Mean Standard deviation Standardized loading t-statistic Composite reliability AVE Alpha

Destination eco-friendly reputation In general, the destination has a good reputation in ecological environment field 5.47 1.223 0.872 24.746 0.926 0.812 0.928
Overall, the destination has a positive eco-friendly reputation 5.49 1.221 0.921 27.059
Overall, the destination has a favorable reputation for its green practices 5.55 1.201 0.911 26.593
Positive emotions My experience at the destination makes me feel excited 5.13 1.367 0.758 19.555 0.866 0.684 0.857
My experience at the destination makes me feel happy 5.53 1.250 0.911 25.562
My experience at the destination makes me feel relaxed 5.68 1.258 0.805 21.280
Negative emotions My experience at the destination makes me feel angry 1.96 1.506 0.909 26.715 0.949 0.861 0.949
My experience at the destination makes me feel bored 2.05 1.553 0.944 28.519
My experience at the destination makes me feel annoyed 1.95 1.546 0.930 27.769
Tourist satisfaction Overall, I was satisfied with my visit to Mount Yuelu 5.47 1.295 0.935 26.929 0.910 0.771 0.925

10
Compared to my expectations, I was satisfied with my visit to Mount Yuelu 5.34 1.245 0.857 23.488
Compared to ideal situation, I was satisfied with my visit to Mount Yuelu 5.31 1.314 0.840 22.718
Tourists' recollection When I remember this trip, I feel as though I am reliving the original tourism experience 4.99 1.465 0.819 22.355 0.916 0.732 0.914
I can remember this trip rather than just knowing that the trip happened 5.20 1.370 0.899 25.934
When I attempt to recall my memory, I feel as if I have returned to the destination scene at the 5.12 1.400 0.891 25.529
time.
When I recall this trip, I can trace back to a few notable details 5.00 1.460 0.811 22.003
Environmentally responsible behavior I comply with the legal ways not to destroy the destination's environment 6.23 1.178 0.646 15.755 0.872 0.534 0.870
I report to the destination administration any environmental pollution or destruction 5.34 1.457 0.749 19.208
When I see garbage and tree branches, I will make an effort to put them in the trash can 5.54 1.410 0.756 19.468
If there are cleaning environment activities, I am willing to attend 5.46 1.414 0.753 19.352
I would convince my travel companions, if any, to protect the natural environment of the 5.79 1.256 0.827 22.190
destination
I try not to disrupt the fauna and flora (animals and plants) during my travel 6.30 1.057 0.639 15.534
Goodness-of-fit indices χ2/df = 3.069, RMSEA = 0.063, GFI = 0.902, AGFI = 0.871, NFI = 0.936, RFI = 0.923, IFI = 0.956, TLI = 0.947, CFI = 0.956
Journal of Business Research xxx (xxxx) xxx–xxx
L. Su et al. Journal of Business Research xxx (xxxx) xxx–xxx

Table 3
The correlation coefficient and AVEs (average variance extracted).
Destination eco-friendly Positive Negative Tourist satisfaction Recollection Environmentally responsible
reputation emotions emotions behavior

Destination eco-friendly 0.901

reputation
Positive emotions 0.601 0.827
Negative emotions −0.234 −0.269 0.927
Tourist satisfaction 0.662 0.691 −0.357 0.878
Tourists' recollection 0.573 0.552 −0.113 0.598 0.856
Environmentally responsible 0.453 0.499 −0.272 0.565 0.551 0.731
behavior

Note: the square root of average variance extracted (AVE) value is shown on the diagonal and in bold while inter-construct correlations is shown off the diagonal.

Table 4
Structural path model's hypothesis testing outcomes.
Hypothesis Relationships between variables Path Standardized path loadings t-statistic Standard error

H1 Destination eco-friendly reputation → Positive emotions λ21 0.614 b

12.452 0.052
H2 Destination eco-friendly reputation → Negative emotions λ31 −0.241b −5.227 0.063
H3 Destination eco-friendly reputation → Tourist satisfaction λ41 0.367b 7.664 0.056
H4 Positive emotions → Tourist satisfaction β42 0.413b 8.369 0.055
H5 Negative emotions → Tourist satisfaction β43 −0.155b −4.472 0.030
H6 Positive emotions → Tourist recollection β52 0.241b 4.227 0.065
H7 Negative emotions → Tourist recollection β53 −0.111a −2.780 0.035
H8 Positive emotions → Environmentally responsible behavior β62 0.161a 2.648 0.041
H9 Negative emotions → Environmentally responsible behavior β63 −0.111a −2.603 0.022
H10 Tourist satisfaction → Tourists' recollection β54 0.477b 7.982 0.062
H11 Tourist satisfaction → Environmentally responsible behavior β64 0.193a 2.878 0.040
H12 Tourists' recollection → Environmentally responsible behavior β65 0.342b 5.799 0.034

a
Represents statistical significance at the level of 0.01.
b
Represents statistical significance at the level of 0.001.

4.5. Analysis of a competing model
It is worthy to note that the current study also examined a com-
peting model that includes not only the three key components in the
typical S-O-R framework but also the recollection variable (from script
theory). A lenient rule of thumb for an acceptable χ2/df value is 5 or
below (Wheaton et al., 1977) and a relatively more conservative rule of
thumb for the χ2/df value is 3 or below (Johnson et al., 1994). The
fitting indices of the structural path model show that χ2/df was 3.728,
which is less than the lenient rule of thumb of 5. The RMSEA value was
0.072, < 0.08; GFI = 0.902, NFI = 0.935, RFI = 0.922, IFI = 0.952,
TLI = 0.942, CFI = 0.952, all of which were greater than the 0.900
cutoff, and AGFI = 0.868, was more than the 0.800 cutoff. According to
the criterion suggested by Hu and Bentler (1999), the overall competing
model fits well with the data.
As Fig. 4 shows, the effect of destination eco-friendly reputation on
positive emotions (λ21 = 0.606, p < .001), negative emotions
(λ31 = −0.242, p < .001), and tourist satisfaction were significant
(λ41 = 0.360, p < .001). In addition, positive emotions and negative
emotions significantly impact tourist satisfaction (β42 = 0.419,
p < .001; β43 = −0.154, p < .001) and tourist ERB (β62 = 0.241,
p < .001; β63 = −0.091, p < .01) respectively. The effect of tourist
satisfaction on ERB is significant (β54 = 0.357, p < .001). The model
explained 55.8%, 36.7%, and 33.3% of the variance of tourist sa-
tisfaction, positive emotions, and ERB, respectively. The explained
variance of negative emotions is relatively low (5.8%).
This competing model appears to be a reasonable alternative model
to predict tourist ERB based on the fit indices, path coefficient, and

Posive
emoons
2
R =.377 .161**
.614*** .241***
.413***

Desnaon Environmentally
eco-friendly .367*** Tourist .477*** Tourists’ .342***
responsible
reputaon sasfacon recollecon behavior
2
R =.411
2
R =.563
2
-.241*** -.155*** R =.397
-.111** .193**

-.111**
Negave
emoons
2
R =.058

Fig. 3. Empirical results of the structural path model.

Notes: **represents statistical significance at the 0.01 level; ***represents statistical significance at the 0.001 level.

11
L. Su et al. Journal of Business Research xxx (xxxx) xxx–xxx

Table 5 emotions = 0.367). Thus, it can be concluded that the theoretical

Empirical results of the mediating analysis. model is better than the competing model from an explanatory power
Paths Indirect Lower bound Upper bound perspective.
effects 95% BC 95% BC

DER → PE → ERB 0.0989 0.0068 0.2328

5. Discussion and conclusions
DER → NE → ERB 0.0268 0.0754 0.0001
DER → TS → ERB 0.0708 0.0010 0.1771
DER → PE → TS → ERB 0.0489 0.0007 0.1352 Based on our review of the literature, the current study is the first to
DER → NE → TS → ERB 0.0072 0.0003 0.0039 construct an integrated model incorporating script theory into an S-O-R
DER → PE → TR → ERB 0.0506 0.0126 0.1223 framework in a tourism consumption context. This study provided
DER → NE → TR → ERB 0.0091 0.0030 0.0124
empirical support to the integrated tourist behavior model that was
DER → TS → TR → ERB 0.0599 0.0194 0.1305
DER → PE → TS → TR → ERB 0.0414 0.0126 0.0097 based on the well-recognized S-O-R framework and script theory.
DER → NE → TS → TR → ERB 0.0061 0.0060 0.0029 Notably, these two theories complete each other and recollection is the
bridge between them. Moreover, with the fast development of desti-
Notes: DER: destination eco-friendly reputation; PE: positive emotions; NE: nations, the destination management organizations (DMOs) are facing
negative emotions; TS: tourist satisfaction; TR: tourists' recollection; ERB: en- increasingly serious environmental problems (Cheng & Wu, 2015; Han,
vironmentally responsible behavior.
2015) with tourists' behaviors out of awareness or unawareness (Chang,
2010). Thus, it is important to acknowledge the crucial determinants of
model explanatory power.
tourist environmentally responsible behavior and the associated for-
mation mechanism (Cheng & Wu, 2015). Tourism consumption is a
4.6. Examine the proposed theoretical model and its competing model form of experience, and emotional experiences are crucial in forming
behaviors (Su & Hsu, 2013). As such, an understanding of how tourists'
To judge which model is better between the theoretical model and emotional experiences may influence tourist environmentally re-
competing model, we perform a Chi-square difference test and compare sponsible behavior and other antecedents will facilitate the formulation
the fit indices and model explanatory power between the theoretical of strategic marketing, segmentation, and communication efforts. The
and competing models. empirical findings confirmed that emotional reactions could be trig-
gered due to the destination eco-friendly reputation and, in turn, lead
4.6.1. Model performance comparison tourist recollection and environmentally responsible behavior. Findings
A Chi-square difference test is conducted to examine whether there from the structural path analysis revealed that our theoretical model
exists a significant difference between the performance of the theore- has a strong ability to interpret tourist environmentally responsible
tical model and that of the competing model. The estimated Chi-square behavior. Also, results of model comparisons showed the integrated
difference score between the theoretical model and the competing model was in general superior to an alternative model based on the S-O-
model was significant (Δχ2(70) = 185.852, p < .001), which reveals a R framework. With a dearth of theoretical research on tourist en-
statistically significant difference between these two models. vironmentally responsible behavior, the current study provided insights
The goodness-of-fit indices of the models are shown in Table 6. into the formation mechanism of tourist environmentally responsible
Notably, each fit index of the theoretical model is better than the behavior.
competing model, thus demonstrating that the theoretical model fits the The empirical results showed evidence that a destination eco-
data at least as good as the competing model from a fit indices per- friendly reputation plays an important environmental trigger role to
spective. inspire tourist emotional experiences. Specifically, the empirical find-
ings indicated that the eco-friendly reputation of a destination could
4.6.2. The comparison analysis of explanation power increase tourist positive emotions and satisfaction, and decrease tour-
The explanatory power of both models is shown in Table 7, which ists' negative emotions (if any). These results are consistent with the
reveals the theoretical model's superior predictive ability on tourist previous idea that considers tourists' pursuit of a good, natural ecolo-
satisfaction (R2 = 0.563), ERB (R2 = 0.397), positive emotions gical environment of destination to satisfy their tourism experience
(R2 = 0.377) than the competing model (R2 for tourist satisfac- needs (e.g., Chan & Baum, 2007; Chiu et al., 2014). These results de-
tion = 0.558, R2 for ERB = 0.333, and R2 for positive monstrate that eco-friendly reputation of the destination can be a signal

Posive
emoons
2
R =.367 .241***
.606***
.419***

Desnaon Environmentally
eco-friendly .360*** Tourist .357***
responsible
reputaon sasfacon behavior
2
R =.558
-.154*** 2
R =.333
-.242***

-.091**
Negave
emoons
2
R =.058

Fig. 4. The empirical results of the competing structural path model.

Notes: **means significant at the 0.01 level of significance; *** means significant at the 0.001 level of significance.

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L. Su et al. Journal of Business Research xxx (xxxx) xxx–xxx

Table 6
The fit indices comparison of theoretical model and the competing model.
Criterion model χ2/df RMSEA GFI NFI RFI IFI TLI CFI

≤5.00 ≤0.08 ≥0.900 ≥0.900 ≥0.900 ≥0.900 ≥0.900 ≥0.900

Theoretical model 2.721 0.057 0.913 0.942 0.932 0.963 0.956 0.963
Competing model 3.728 0.072 0.902 0.935 0.922 0.952 0.942 0.952

of what has been done in environmental practices, which will be per- generation process, as key to understanding tourist ERB.
ceived and experienced by tourists and impact tourist emotional ex- In conclusion, the vital theoretical contribution of this study is to
periences and ERB. propose an integrated framework to explain the formation mechanism
The findings demonstrated the important role of emotional experi- of tourist ERB through integrating an S-O-R framework and script
ence (positive and negative emotions, satisfaction). Also, positive theory using recollection as the bridge. Generally, the new integrated
emotions were found to positively impact tourist satisfaction while framework shows the formation process of tourist ERB as the result of
negative emotions were found to negatively influence tourist satisfac- script generation through the process of the applied S-O-R framework.
tion, which is consistent with logic and the literature. For example, Su We can see these middle stages – emotional experience and satisfaction
and Hsu (2013) demonstrated that consumption emotions (positive and generating recollection – as key processes which help to form the
negative) impact satisfaction in the context of Chinese natural heritage. tourists' responses through an intention toward ERB.
Notably, positive emotions have a relatively stronger effect on re-
collection than negative emotions, which are consistent with previous
6. Practical implications
studies (Wagenaar, 1986; White, 1982). They also suggested pleasant
episodes were recalled better than unpleasant ones. Besides, con-
Destinations gain a competitive advantage by positioning them-
sumption emotions directly impact tourist ERB, which expand previous
selves through the benefits that are important to their visitors. The eco-
literature that proved consumption emotions can impact consumers'
friendly reputation of a destination is recognized as a key driver of
loyal behavior/intentions (e.g., Han & Jeong, 2013; Jang & Namkung,
tourist emotional experience, in turn leading to recollection and ERB.
2009; Romani et al., 2013; Westbrook, 1987). Thus, the results give
This finding indicates that monitoring and carefully managing desti-
support to the important role of consumption emotion and its impact on
nation reputation is worthy of the destination marketers' attention. In
subsequent behaviors.
recent years, the rise of user-generated content via social media (e.g.,
Tourist satisfaction also has an important role as it has a significant
TripAdvisor, Yelp, YouTube) has led to new challenges and opportu-
effect on both recollection and tourist ERB respectively. That is, tourists
nities for brand management. A visible blunder (e.g., socially irre-
with a satisfactory experience are more likely to recall the tourism
sponsible activities, environmental damage) can be quickly commu-
experience and take action to support the environment. Previous stu-
nicated to the public and may significantly damage a destination's
dies generally confirmed that satisfaction is the vital antecedent of loyal
reputation.
behavior/intentions (e.g., Su & Hsu, 2013; Su, Swanson, & Chen, 2016).
Destination management organizations (DMOs) should develop
This finding builds upon these studies, supporting the idea that tourist
plans and processes for eco-friendly reputation management (e.g.,
satisfaction can also improve tourist ERB.
promotion of eco-friendly practices and activities, in-house training of
As for the relationship between recollection and tourist ERB, re-
personnel to be a socially responsible community member and avoid
collection positively impacts tourist ERB. The previous studies have
reputation crises). It is also important to identify specific brand man-
proved the role of recollection in tourism experience (e.g., Manthiou
agement objectives and strategically communicate a set of eco-friendly
et al., 2014; Morgan & Xu, 2009; Tung & Ritchie, 2011a, 2011b), and
conservation practices to the stakeholders through marketing and ad-
many scholars view consumers' memory as an antecedent for re-visi-
vertising. Technically speaking, DMOs should consider adopting several
tation and suggest the impact of memory on consumer repeat patronage
destination reputation management tools and services (e.g., TrustYou,
(e.g., Lee et al., 2009; Manthiou et al., 2014; Wirtz et al., 2003). This
Revinate, and Travel 2.0) to track the change of reputation over time.
study further supports the role of recollection for it has found that re-
Only when both the role and impact of eco-friendly reputation on
collection can also improve tourist ERB level.
tourist behaviors are well understood can the DMOs develop an ac-
Considering the path relationship among emotional experience
tionable reputation management plan to foster and retain loyal tourists.
(positive and negative emotions, satisfaction), recollection and tourist
The destination managers should elaborate various ecology actions
ERB, and empirical results of the mediating analysis, it shows that re-
and publish an annual or a semi-annual Environmental Responsibility
collection has a partial mediating effect between emotional experience
Report. The website of the destination could have a dedicated page for
(positive and negative emotions, satisfaction) and ERB, which is con-
environmental issues. The webpage can communicate ecological
sistent with Tung and Ritchie's (2011a) findings through qualitative
awareness with a tagline, such as “we focus on the preservation of
research. They indicated that recollection has a mediation effect
environment first and foremost.” This page can give the destination
throughout the experiential process. Our results further confirm the
managers the opportunity to speak about sensitive issues such as the use
mediating role of recollection in the experiential process through a
of recycled and ecological materials. The destination can maintain its
quantitative method. This is further clarified by both the mediation
competitive advantage by influencing a group of tourists who are
effect analysis and exploration of competing models which shows the
concerned about environmental issues and reassure all stakeholders
usefulness in including recollection, our variable for the script
about their conservation activities.

Table 7
The explanatory power comparison of the theoretical model and the competing model.
Constructs model Positive emotions Negative emotions Tourist satisfaction Recollection Environmentally responsible behavior

Theoretical model 0.377 0.058 0.563 0.411 0.397

Competing model 0.367 0.058 0.558 – 0.333

13
L. Su et al.
Online communication actions attract and reassure tourists about
what the destination has done for environmental protection. Far from
being simple marketing concepts, the suggested actions demonstrate
the importance of ecological issues for businesses. Consumers are more
demanding and aware of environmental values. They have also become
highly skeptical of claimed environmental practices, in part due to
greenwashing. Greenwashing is a business practice that consists of
using false environmental arguments to sell products are not always
“green-friendly.” The destination should launch actions in favor of
sustainability and then communicate them clearly and sincerely. It will
interest key stakeholders and improve its eco-friendly reputation offline
and online.
The results show that both emotional experiences (i.e., positive and
negative emotions, satisfaction) and recollection have important effects
on tourists' ERB. Thus, the destination managers should deliver plea-
santly memorable tourism experiences (MTEs) to visitors. Just as Tung
and Ritchie (2011a) pointed out, the critical role of a destination
manager is to “facilitate the development of an environment (i.e.,
destination) that enhances the likelihood that tourists can create their
own MTE” (p.1369), and Kim (2014) noted “destination marketers are
under pressure to develop effective tourism programs that deliver
MTEs” (p. 35). Empirical evidence in this study shows that eco-
friendly/sustainable reputation is an important stimulus that deserves
DMOs' attention. As such, we argue that tourism destinations with a
better than average eco-friendly reputation could/should position their
brands to today's green consumers and these destinations are more
likely to thrive in today's competitive business environment.
7. Limitations and directions for future research
Although the conceptual model proposed in the present study is
consistent with the extant theories, it is an innovative extension. We
feel that this work creates a myriad of opportunities for other re-
searchers to further investigate the construct relationships proposed
here.
A notable limitation lies in the way tourist ERB is conceptualized, as
the ERB question items in the present study may have neglected other
relevant dimensions, which could be explored in future research. ERB
conceptualizations in future studies could aim at more generalized
behavior or categorize different components of ERB. Likewise, the re-
collection items do not distinguish positive and negative recollection.
However, we found that tourist recollection is positively and sig-
nificantly related to positive emotions (r = 0.552) and negatively (and
significantly) related to negative emotions (r = −0.113). In addition,
tourist recollection is positively and significantly related to satisfaction
(r = 0.598). Thus, in retrospect, it appears that the respondents' re-
collection (or memory) toward the destination under study reflects
closer to positive recollection. We urge future studies to explore the
existence of a positive as well as a negative recollection. It would be of
value for future studies to investigate the impact of the positive and
negative recollection on ERB.
One notable way to strengthen the argument presented in this paper
and develop a clearer understanding of the impact of the model vari-
ables would be to review moderating effects associated with socio-
demographic variables. This is likely to yield important opportunities
for future research and refinement of the work provided here. We en-
courage the exploration of the impact of sociodemographic variables
related to this model and the process that it outlines.
In addition, the respondents in this study were selected from a
convenience sample at one large city in China. Notably, our sample
collection cannot easily be compared against a population for all visi-
tors to this site. Additionally, visitor characteristics are likely to vary
depending upon the season as different tourists may hope to see dif-
ferent things within the setting. As such, it is hard to compare char-
acteristics of this convenience sample against a known population.
The generalizability of the findings may be restricted. To better
14
Journal of Business Research xxx (xxxx) xxx–xxx
understand the robustness of the research model proposed in this study,
future studies need to investigate the extent to which the significant
relationships found in the present study could be replicated across
cultures, tourism destination types, and nations (e.g., domestic tourists
vs. foreign tourists).
Future studies might also collect longitudinal data to revisit the
integrated model and could then provide additional opportunities for
exploring how recollection after the visit and ERB after the visit might
be impacted by the other factors in the model. Longitudinal data would
offer the opportunity to see how time impacts the recollection and ERB
of individuals to see if effects from visiting eco-friendly tourist desti-
nations are long-lasting.
With an experimental study design, ERB could be measured before,
as well as after, the experience to document the kind of change that
occurs when tourists visit an eco-friendly destination. This type of data
collection could further test the model provided here and provide a
stronger case for the likely causality between the relationships of the
variables. We encourage tourism scholars to consider these research
options when they attempt to broaden the horizon of sustainable and
eco-friendly tourism research.
Acknowledgment
This study was supported by the National Science Foundation of
China (No. 71774176; 71573279), Natural Science Foundation of
Distinguished Young Scholars of Hunan Province in China (No.
2017JJ1032), and State Key Program of National Natural Science of
China (No. 71431006).
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Lujun Su earned his Ph.D. degree in Tourism Management from Xiamen University in
China, and is an Associate professor of Marketing in the Business School of Central South
University. His research interests related to tourist loyalty behavior, destination mar-
keting, and destination management. Dr. Su has published more than twenty papers in
various scholarly journals, such as Tourism Management, Journal of Business Research,
International Journal of Contemporary Hospitality Management, Journal of Hospitality &
Tourism Research, Journal of Travel & Tourism Marketing.
Maxwell K. Hsu is a Full Professor of Marketing at the University of Wisconsin-
Whitewater. He has teaching experience in the United States (both online and offline) and
a few foreign nations such as China, Mexico, and Ukraine. Dr. Hsu has published more
than sixty refereed articles in a number of top-tier scholarly journals such as Information &
Management, Journal of the Academy of Marketing Science, Journal of Business Research,
Journal of International Marketing, Journal of Travel & Tourism Marketing, Journal of
Hospitality & Tourism Research, and Tourism Management. Professor Hsu is the recipient of
2012 ACME Educator of the Year Award (Association of Collegiate Marketing Educators)
and the recipient of UW-Whitewater 2012 University Outstanding Research Award. Dr.
Hsu also serves at the Journal of Marketing Channels' editorial board.
Robert E. Boostrom Jr. is an Associate Professor of Marketing at the University of
Wisconsin-Whitewater. He has taught primarily in the area of consumer behavior. Dr.
Boostrom has published in several scholarly journals such as Journal of Consumer
Behaviour, Journal of Research in Interactive Marketing, International Journal of Integrated
Marketing Communications, Marketing Management Journal, and Marketing Education
Review. Dr. Boostrom is the National President of Mu Kappa Tau, the national marketing
honor society. Prior to his time in academia, Dr. Boostrom worked for Sprint as well as
Crate and Barrel.