Examining Some Factors Influencing Pro- Environmental Behavior of Tourists

Since environmental disasters root in our planetary components with increasing environmental pollutants, the encouragement of environmental friendly behaviors is of particular importance. This research examined some factors influencing pro-environmental travel intentions among the groups of people who had an experience of traveling in the first half of 1396, by adopting "Value-Belief-Norm" theory and merging it with "expectancy". Given that the current research is carried out in the Iranian-Islamic society, and because it is important that the concepts also indicate the status of society, religious values were added to the values of the VBN theory. The statistical population was 1,921,865 people who have started their travels from Rasht, Anzali and Lahijan, and 384 people were determined as the samaple by using the Cochran formula. 400 questionnaires were distributed and eventually considering the distorted results, 391 of them were used in data analysis. The structural equation modeling with partial least squares were used to analyze data of present study.all the research hypotheses were supported, except for the no. 3. results indicate that 3 values of ecosystem (biospheric), altruistic and religion have a positive effect on the new ecological paradigm, and as a result, the new ecological paradigm has an influence on awareness of consequences and valence-which is the first concept in the expectation theory. the effects of expectation theory variables (valence, instrumentality and expectancy) were also supported in the order indicated. in addition, the positive effect of awareness of consequences on the instrumentality and ascription of responsibility, ascription of responsibility on expectancy and pro-environmental personal norm, and pro-environmental personal norm and expectancy on the intention to behave pro- environmentally while traveling was proven.