Influence of Attachment Theory on Pro-Environmental Behavior and Well-Being: A Case of Organic Agricultural Tourism in Taiwan Hualien and Taitung

Abstract

Organic agricultural tourism is an environment-friendly tourism that has emerged in recent years. However, no comprehensive dependency theory discusses the tourists’ pro-environmental behavior and well-being from the perspective of the public sphere. This research aims to verify the effect of the four dimensions of attachment and its impact on pro-environmental behavior. This research substantiated that the four aspects of attachment theory had a positive and significant influence on pro-environmental behavior and well-being. Furthermore, place and activity attachment had the highest impact. The results serve as a basis for understanding and motivating tourists’ pro-environmental behaviors and assist them in achieving well-being through organic agriculture tourism. This research also suggests sustainable development practices for destination operators or managers.

Using the RPM Model to Explore the Impact of Organic Agritourism Destination Fascination on Loyalty—The Mediating Roles of Place Attachment and Pro-Environmental Behavior

“…Numerous studies have confirmed a strong positive relationship between place attachment and the intention of environmental behavior [57][58][59]. This conclusion also applies to different types of tourism, such as national forest park tourism [60] and organic agricultural tourism [10]. The degree of place dependence is determined by considerations for people's well-being, such as the level of support for people's participation in the environment and the ability to meet human needs (leisure, interests, goals).…”

“…Organic agricultural tourism provides tourists with information on environmental sustainability, including aspects such as organic, non-toxic, healthy living, and environmental friendliness. This helps tourists understand the importance of a healthy environment and sustainable environmental development, stimulating their recognition and attachment to the place and subsequently encouraging pro-environmental behavior [10]. Likewise, tourists will strengthen their loyalty to destinations focused on organic farming, fulfilling their desire for eco-friendliness.…”

“…Other research has utilized protection motivation theory (PMT) to explain the emergence and implementation of pro-environmental behaviors (PEB) by small rural tourism enterprises (SRTE) [79]. Additionally, Shen, Wang, Loverio, Liu, and Wang [10] confirmed that in rural tourism studies, tourists' attachment to a place will influence their well-being through pro-environmental behaviors. Despite the growing attention to rural tourism research in recent years, it does not align with the objectives mentioned in this study.…”

“…Pro-environmental behavior (PEB) refers to tourists actively participating in organic agriculture tourism activities, their willingness to share ideas and practices of organic agriculture environmental protection, and playing a more active role in environmental protection [10]. The PEB scale comprises four items, namely: "Participation in organic agritourism" (PEB1), "Purchase of products" (PEB2), "Sharing of environmental ideas" (PEB3), and "Taking positive actions" (PEB4).…”

“…While crafting a distinctive destination image is acknowledged as an effective strategy for enhancing tourist loyalty [5], organic agritourism places a paramount emphasis on the sustainable rural landscape environment as the central component of the tourist experience [10]. This emphasis goes beyond mere superficial fascination with destination resources [11].…”