The Structural Relationship of Perceived Value and Tourist Satisfaction with Environmentally Responsible Behavior: The Mediating Role of Tourist Activity Involvement

The purpose of this paper is to test the structural relationship of perceived value and tourist satisfaction with environmentally responsible behavior through the mediating role of tourist activity involvement in Alandan Lake located at Chahardangeh rural district in Sari¡ Iran.
Regarding the goal¡ the current research is practical¡ and regarding the method of data collection¡ it is considered descriptive - correlation. The statistical population for the study consists of tourists who visited Alandan Lake. Participants were 200 Alandan tourists (113 male and 87 female) selected using convenience sampling method. All of the participants completed scales of perceived value¡ tourist satisfaction¡ environmentally responsible behavior and tourist activity involvement. Data were analyzed by the path analysis using LISREL software.
The results showed that perceived value had a structural effect on environmentally responsible behavior. Perceived value by mediating tourist activity involvement had an indirect effect on environmentally responsible behavior. Moreover¡ tourist satisfaction had a direct effect on environmentally responsible behavior and also tourist satisfaction by mediating tourist activity involvement had an indirect effect on environmentally responsible behavior.
Perceived value and tourist satisfaction can directly and by mediating tourist activity involvement influence environmentally responsible behavior.