Journal of Tourism and Development

Journal of Tourism and Development

Analyzing the role of tourists' mental image and green attitude on the sustainable development of tourism with the mediating role of green intellectual capital

Document Type : Original Article

Authors
Naser Seifollahi 1
Mir Amir Forouzan 2
1 Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 PhD student in Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
10.22034/jtd.2024.459110.2924
Abstract
Extended abstract
Objective
Although tourism development has advantages, it brings many environmental problems for tourism destinations and local communities. Therefore, tourists and tourism organizations should pay more attention to environmental concepts. Based on this, the overall goal of the current research was to investigate the role of tourists' mental image and green attitude on the sustainable development of tourism with the mediating role of green intellectual capital.
 
Methods
This research was applied in terms of purpose and descriptive-survey in terms of the nature of the method. The statistical population of the research was all tourists who chose Ardabil city as their tourist destination. The sampling method was a simple random sampling and Cochran's formula was used to determine the sample size, and due to the unlimited population, the sample size was determined to be 384 people. The data collection method was library studies as well as field method (using questionnaires). Data collection of the field section was done by four standard questionnaires "mental image", "environmental attitudes", "tourism development solutions" and "green intellectual capital". All questions were graded on a Likert scale. The reliability of the questionnaires was confirmed by Cronbach's alpha method and the validity was also confirmed by confirmatory factor analysis. Data analysis was done by SEM method and using SPSS 26 and Smart-PLS 3 software.
Keywords
Green attitude
Green intellectual capital
Mental image
Sustainable Development
Tourism
 
Ammar, S., Ibraheem, M. M. Z. & Abdulaziz, T. (2021). The impact of employee behavior in improving the mental image of tourism destination and hospitality services: An applied study on Hurghada. Journal of Association of Arab Universities for Tourism and Hospitality, 20(4), 251-278. https://doi.org/10.21608/jaauth.2021.77318.1184.
Aytekin, A., Keles, H., Uslu, F., Keles, A., Yayla, O., Tarinc, A. & Ergun, G. S. (2023). The effect of responsible tourism perception on place attachment and support for sustainable tourism development: The moderator role of environmental awareness. Sustainability, 15(7), 1-17. https://doi.org/10.3390/su15075865.
Babaie Karnami, A., Nabavi Chashmi, S. A., & Sorayai, A. (2023). Presenting a model of the impact of social and intellectual capital on improving productivity and production rates in manufacturing companies in Mazandaran province. Iranian Journal of Agricultural Economics and Development Research, 54(1), 317-327. https://doi.org/10.22059/ijaedr.2022.346788.669167 [In Persian]
Barakazi, M. (2023). Unsustainable tourism approaches in touristic destinations: A case study in Turkey. Sustainability, 15(6), 4744. https://doi.org/10.3390/su15064744.
Bazrkar, A. & Mirzaei Milani, S. (2017). Investigating the impact of tourists' mental image on the development of the tourism industry in sustainable conditions (case study: Tabriz city). Paper presented at the 3rd Annual Conference on Business Management and Economics, Tehran, Iran. 22 December 2017. https://civilica.com/doc/743530 [In Persian]
Begum, S., Ashfaq, M., Asiaei, K. & Shahzad, K. (2023). Green intellectual capital and green business strategy: The role of green absorptive capacity. Business Strategy and the Environment, 32(7), 4907-4923. https://doi.org/10.1002/bse.3399.
Daskin, M. & Pala, K. (2022). Importance of destination image and customer satisfaction for new emerging destinations: An empirical research case from tourism development perspective. SSRN Electronic Journal, 20(5), 1203-1217. https://doi.org/10.25145/j.pasos.2022.20.081.
Elahi Churan, M. A., Einali, J. & Cheraghi, M. (2018). Explaining the obstacles to the development of the tourism industry (case study: Kajur city). Tourism Space, 7(28), 109-124. https://journals.iau.ir/article_545437.html [In Persian]
El Archi, Y., Benbba, B., Kabil, M. & David, L. D. (2023). Digital technologies for sustainable tourism destinations: State of the art and research agenda. Administrative Sciences, 13(8), 184. https://doi.org/10.3390/admsci13080184.
Fakhripour Mohammadi, A., Shamai, A., Parizadi, T., & Sasan‌Pour, F. (2023). Analysis of tourists' mental image with emphasis on creative tourism (Case study: District 12 of Tehran). Journal of Tourism and Development, 12(1), 325-343. https://doi.org/10.22034/JTD.2022.309566.2476 [In Persian]
Falahfaal, M. & Kia kojouri, K (2021). Sustainable tourism development strategies and investment opportunities (case study: Anzali free-trade industrial zone). Journal of Development and Capital, 6(1), 33-52. https://doi.org/10.22103/jdc.2021.17341.1130 [In Persian]
Farshad, L., Durban Astana, A., & Pourahmad, A. (2022). Analysis of the role of the mental image of the destination brand in tourism development, case study: Marivan city. Urban Tourism, 9(1), 49-65. https://doi.org/10.22059/jut.2022.332215.965 [In Persian]
Frias-Jamilena, D. M., Fernandez-Ruano, M. L. & Polo-Pena, A. I. (2022). Gamified environmental interpretation as a strategy for improving tourist behavior in support of sustainable tourism: The moderating role of psychological distance. Tourism Management, 91(1), 104519. https://doi.org/10.1016/j.tourman.2022.104519
Han, H., Lee., S., Al-Ansi, A., Kim, H. C., Ryu, H. B., Kim, J. J. & Kim, W. (2019). Convention tourism and sustainability: Exploring influencing factors on delegate green behavior that reduce environmental impacts. Sustainability, 11(14), 3903. https://doi.org/10.3390/su11143903
Hokmabadi, A. A. & Dowlatabadi, A. (2020). Legal and economic analysis of the impact of sanctions on the tourism industry. Law International Quarterly, 4(13), 123-148. https://journal-law.ir/1399/03/26/post-15 [In Persian]
Kante, M., Chepken, R., Oboko, R. (2018). Partial least square structural equation modeling use in information systems: An updated guideline in exploratory settings. Kabarak Journal of Research and Innovation, 6(1), 49-67. https://doi.org/10.58216/kjri.v6i1.125
Kawuryan, M. W., Fathani, A. T., Purnomo, E. P., Salsabila, L., Azmi, N. A., Setiawan, D. & Fadhlurrohman, M. I. (2022). Sustainable tourism development in Indonesia: Bibliometric review and analysis, Indonesian Journal of Geography, 54(1), 154-166. https://doi.org/10.22146/ijg.64657
Khairy, H. A., Elzek, Y., Aliane, N. & Agina, M. F. (2023). Perceived environmental corporate social responsibility effect on green perceived value and green attitude in hospitality and tourism industry: The mediating role of environmental well-being. Sustainability, 15(6), 4746. https://doi.org/10.3390/su15064746
Kim, S. B., Kim, D. Y. & Bolls, P. (2014). Tourist mental-imagery processing: Attention and arousal. Annals of Tourism Research, 45(1), 63-76. https://doi.org/10.1016/j.annals.2013.12.005.
Lekovic, K., Tomic, S., Maric, D. & Curcic, N. V. (2020). Cognitive component of the image of rural tourism destination as a sustainable development potential. Sustainability, 12(22), 1-12. https://doi.org/10.3390/su12229413.
Mahmoudi, M. & Bishami, B. (2022). Measuring the effective factors on the attitude and tendency of tourism activists towards green tourism. Social Studies of Tourism, 10(20), 189-210. https://doi.org/10.52547/journalitor.36143.10.20.0 [In Persian]
Martins, M. (2015). The tourist imagery, the destination image and the brand image. Journal of Hospitality and Tourism Management, 3(2), 1-22. https://doi.org/10.15640/jthm.v3n2a1
Mill, R. & Morrison, A. (1998). The tourism system: An introductory text, 3rd edition. Dubuque, IA: Kendell/Hunt Publishing Co.
Mollanoori, H. & Ghadiri, S. (2023). Investigating the impact of intellectual capital on the development of desert tourism. Payashahr Monthly, 5(51), 1-14. https://payashahr.ir/investigating-the-impact-of-intellectual-capital-on-the-development-of-desert-tourism [In Persian]
Nouri, A. & Sobhani, N. (2024). Investigating the impact of the host community's behavior on the attraction of tourists through the mediation of the tourist's mental image (Case study: Mashhad city tourists). Novel Explorations in Computational Science and Behavioral Management, 1(2), 44-59. https://doi.org/10.22034/necsbm.2023.411594.1020 [In Persian]
Opatha, H. H. D. P. J. & Kottawatta, H. K. (2020). Impact of green attitude on green work behavior: An empirical study on employees in Sri Lankan tiles manufacturing company. Asian Journal of Social and Management Technology, 2(4), 1-7. https://www.ajssmt.com/Papers/240107.pdf
Pham, N. T., Hoang, H. T. & Phan, Q. P. T. (2020). Green human resource management: A comprehensive review and future research agenda. International Journal of Manpower, 41(7), 845-878. https://doi.org/10.1108/IJM-07-2019-0350.
Quoquab, F., Thurasamy, R. & Mohammad, J. (2018). Driving green consumerism through strategic sustainability marketing. IGI Global Publishing. https://doi.org/10.4018/978-1-5225-2912-5.
Roxas, F. M. Y., Rivera, J. P. R. & Gutierrez, E. L. M. (2020). Mapping stakeholders’ roles in governing sustainable tourism destinations. Journal of Hospitality and Tourism Management, 45(1), 387-398. https://doi.org/10.1016/j.jhtm.2020.09.005.
Rundengan, F. D. P., Tjahjadi, B. (2023). The impact of green intellectual capital on sustainable performance case studies in educational organizations. 3rd International Conference on Education and Technology, (pp. 793-814). https://doi.org/10.2991/978-2-38476-056-5_74.
Sabrina, H. & Lamraoui, Z. (2022). Intellectual capital: Concepts, characteristics and classification. Afak for Sciences Journal, 7(2), 1-10. https://www.asjp.cerist.dz/en/PresentationRevue/351.
Sadiq, M., Adil. M. & Paul, J. (2022). Eco-friendly hotel stay and environmental attitude: A value-attitude-behavior perspective. International Journal of Hospitality Management, 100(1), 103094. https://doi.org/10.1016/j.ijhm.2021.103094.
Salari, R., Zakeri Bahar, S. A., Saatchian, V. & Esfahani, M. (2019). The role of tourists' environmental attitude on the development of the destination brand of recreational places in Mashhad. The article presented in the 2nd national conference of brand in sports with the approach of Razavi sports brand, Mashhad, Iran. 27 November, 2019. https://civilica.com/doc/1595486/ [In Persian]
Santos, V., Sousa, M. J., Costa, C. & Au-Yong-Oliveira, M. (2021). Tourism towards sustainability and innovation: A systematic literature review. Sustainability, 13(20), 11440. https://doi.org/10.3390/su132011440.
Seifollahi, N. (2021). Investigating the effect of packaging of agricultural products on the consumer's purchase intention. Iranian Journal of Agricultural Economics and Development Research, 52(3), 525-539, https://doi.org/10.22059/ijaedr.2021.307443.668936 [In Persian]
Seifollahi, N., & Ebrahimi Kharajo, V. (2023). Analyzing the role of intellectual capital on the competitive advantage of the brand with the mediating role of innovation and brand value (Case study: Marketing managers of the hospitality and hotel sector). Journal of Tourism and Development, 12(2), 141-163, https://doi.org/10.22034/JTD.2022.322632.2547 [In Persian]
Seifollahi, N., Rahimi Kolour, H., & Shirenjad Moghanlou, M. (2020). The effect of response to point of purchase advertising on store brand loyalty with the mediating role of customer’s self-concept. Quarterly Journal of Brand Management, 7(1), 1-50. https://doi.org/10.22051/bmr.2020.32321.2026 [In Persian]
Seyyed Alipour, S. K. & Sadr, S. Z. (2020). The role of virtual spaces in getting acquainted and creating an image in the mind of foreign tourists traveling to Iran (Case study: Tehran). Journal of Tourism Planning and Development, 8(31), 197-217. https://doi.org/10.22080/jtpd.2020.16520.3057 [In Persian]
Shaterian, M., Kiani, S., & Sheikhzadeh, F. (2019). Investigating the effect of tourists' mental image of Qamsar and Niasar Flower & Golab Festival on quality and perceived value of services. Urban Tourism, 6(1), 1-17. https://doi.org/10.22059/JUT.2018.250298.440 [In Persian]
Shazali, R. A., Kamaluddin, A., Sa’ad, S. & Khailque, M. (2023). Green intellectual capital measurement in the hotel industry: The developing country study. Corporate Governance and Organizational Behavior Review, 7(3), 80-89. https://doi.org/10.22495/cgobrv7i3p7.
Streimikiene, D., Svagzdiene, B., Jasinkas, E. & Simanavicius, A. (2020). Sustainable tourism development and competitiveness: The systematic literature review. Sustainable development, 29(1), 259-271. https://doi.org/10.1002/sd.2133.
Suhan, Samartha, V., Kodikal, R. (2018). Measuring the effect size of coefficient of determination and predictive relevance of exogenous latent variables on endogenous latent variables through PLS-SEM. International Journal of Pure and Applied Mathematics, 119(18), 39-48. https://acadpubl.eu/hub/2018-119-18/1/4.pdf
Tahiri, A., Kovaci, I., Lekiqi, B. & Rexhepi, A. (2021). Tourism and hotel industry: Definition, concepts and development – the case of Kosovo. Quality-Access to Success, 22(182), 110-115. https://www.proquest.com/docview/2526906264?sourcetype.
Vrana, V. (2023). Sustainable tourism development and innovation: Recent advances and challenges. Sustainability, 15(9), 7224. https://doi.org/10.3390/su15097224.
Wendt, J. A. (2020). New tourism in XXI century-new definition. International Scientific and Practical Conference, (pp. 94-98). M. Kozybaev University. https://www.eunwto.org/doi/pdf/10.18111/9789284421152.
Xin, C. & Wang, Y. (2023). Green intellectual capital and green competitive advantage in hotels: The role of product innovation and green transformational leadership. Journal of Hospitality and Tourism Management, 57(1), 148-157. https://doi.org/10.1016/j.jhtm.2023.10.001.
Zhu, D., Wang, J. & Wang, M. (2022). Sustainable tourism destination image projection: The inter-influences between DMOs and tourists. Sustainability, 14(5), 3073. https://doi.org/10.3390/su14053073.