The paper aims to contribute to theory and practice by investigating into the role of environmental identity in explaining ecotourism attitudes and behaviours by first, testing its direct effects on ecotourism attitude and ecotourism interest, and second, testing its direct and mediated effects on ecotourism intention and willingness to pay a premium.
The study relies on primary data collected from tourists visiting the island of Mauritius. Data collection took place at several popular tourist sites located in different parts of the island. The questionnaire was self-administered and was immediately collected after completion. A total of 512 usable questionnaires were collected. A two-stage approach to structural equation modelling was used for data analysis.
The results demonstrate empirically that stronger environmental identity leads directly to more positive ecotourism attitude, greater interest towards ecotourism and a higher willingness to pay a premium. While evidence was not found between the direct link between environmental identity and ecotourism behavioural intentions, the confirmation of full mediating effects shows that stronger environmental identity also leads to an increase in tourists’ intention to engage in ecotourism activities by first influencing their attitude which then results in more favourable behaviours towards ecotourism.
While the contributions of the tourists’ attitude and interest in predicting their behaviours towards ecotourism have been well established by past research, the importance of environmental identity has remained uncertain as to date, given the lack of empirical studies. This present research provides evidence that environmental identity has a major role to play in explaining the behaviours of tourists towards ecotourism products and services.
