The Role of Observational Learning in Developing Ecotourists' Environmentally Responsible Behavioral Intentions

Abstract

This study applied Bandura’s (1986) four-step observational learning process (i.e., engagement, observation, reproduction and reinforcement) to investigate how tour guides, peer ecotourists and local community members influence ecotourists’ environmentally responsible behavioral (ERB) intentions. A total of 207 completed questionnaires (59% response rate) were obtained from ecotourists immediately after their ecotourism experience in Korea. A path analysis indicated that the hypothesized model predicted ecotourists’ ERB intentions moderately well. Positive reinforcement and reproduction of observed ERBs during the ecotourism experience were important predictors of participants’ ERB intentions at the end of their experience. Reproduction occurred, in turn, from observation and engagement of tour guides, peer ecotourists, and local community members. Results supported Bandura’s (1986) four-step observational learning process and its ability to explain ecotourists’ ERB intentions. Implications include that tour guides should model ERBs for participants, ensure opportunities for participants to engage in ERB’s during the ecotourism experience, and provide positive feedback for doing so. Insights from this study and our model may help others, outside of the tourism sector, with ways to encourage ERBs and to build a more environmentally responsible constituency.