Comparative Effects of Self-Congruity on Tourist Pro-Environmental Behavior in Eco-destinations: A Study in Pakistan and the UK
Published online on July 30, 2025
Abstract
Journal of Travel Research, Ahead of Print.
Using the lens of congruity theory, we developed and tested an integrative framework to examine tourists’ pro-environmental behavior at eco-destinations in Pakistan and the United Kingdom. Specifically, we examine the multi-dimensional effects of tourists’...
Using the lens of congruity theory, we developed and tested an integrative framework to examine tourists’ pro-environmental behavior at eco-destinations in Pakistan and the United Kingdom. Specifically, we examine the multi-dimensional effects of tourists’...