| Title | Attitudes of the tourist manager towards the development of sustainable behavior: a descriptive analysis |
|---|---|
| ID_Doc | 72882 |
| Authors | Moral-Moral, M; Fernández-Alles, MT; Sánchez-Franco, MJ |
| Title | Attitudes of the tourist manager towards the development of sustainable behavior: a descriptive analysis |
| Year | 2017 |
| Published | Teoria Y Praxis, 13, 23 |
| Abstract | The purpose of this research is to determine the attitudes (AT) and subjective norms (SUBN) that prevail in the rural tourism manager and that determine the behavioral intent (BI) of a sustainable behavior in its establishment. For this, the theory of planned behavior of Ajzen (1991) is used as theoretical framework. The sample is characterized by its convenience character among managers and administrators of 1578 rural lodgings. A total of 252 valid answers are obtained. The results show that social pressure or subjective norms is one of the most determinant constructs in the behavioral intent (BI) of the rural manager towards the implementation of socially responsible measures. There is a positive trend in the adoption of social responsibility strategies in order to achieve more sustainable lodging. Institutionally, it encourages the acquisition of stronger attitudes towards the implementation of business social responsibility (BSR) actions, as a prior step for their actual adoption due to the role they represent for the adoption of sustainable tourism behaviors. |
| https://doi.org/10.22403/uqroomx/typ23/06 |
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