Influence of Environmental Knowledge on Affect, Nature Affiliation and Pro-Environmental Behaviors among Tourists

Jeju Island is a popular destination in South Korea that is dependent on nature-based tourism. The annual increase in the influx of visitors has created major environmental impacts due to overuse and commercial expansion. With projected growth in arrivals and the development of tourism infrastructure, the island will experience perpetual challenges for sustainable management of natural resources. However, the role of visitors will be central via a commitment to practice pro-environmental behaviors to protect the island from further degradation. This study was grounded in the cognition-affection-attitude-behavior model to examine the predictive validity of tourists’ environmental knowledge, environmental affect, and nature affiliation on pro-environmental behavior. The data comprised responses from 304 domestic visitors who had visited Jeju Island. The empirical findings indicate that environmental affect was significantly impacted by two dimensions of environmental knowledge (i.e., subjective and objective). Additionally, nature affiliation was positively impacted by environmental affect, while pro-environmental behavior was significantly influenced by both environmental affect and nature affiliation. Overall, these findings provide theoretical and practical implications for sustainable tourism at a nature-based destination. The findings can be utilized for implementation of intervention programs and visitor management at Jeju Island.