Understanding tourist behavior to develop sustainable water consumption: The case study of Mallorca, Balearic Islands

Abstract

[eng] It can be stated that the economic and environmental effects of tourism related to coastal destinations are highly significant in the world. This study reviewed main predictors of pro-environmental behavior involving psychological factors and socio-demographic indicators in order to develop water saving behavior. The Planned behavior theory (TPB) and Norm activation model (NAM), as the best known social psychology theories of consumer behavior are discussed. The research was located in Mallorca, Balearic Islands as a mass sun and sand holiday destination in Spain. Data were collected using survey method from 200 tourists over one month period from July to August 2019. In order to evaluate the determining factors of water consumption behavior among tourists, the ordered logit multinomial model used. The results proved the role of environmental concern, environmental awareness and habit in the explanation of water consumption. Moreover, individuals 20-39 aged with higher education level show a better practice in saving water. On the other hand, the findings are consistent with past literature reviews that there is a gap between attitudes and water consumption behavior.