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, Volume 65, Issue 7, Page 2198-2221, September 2026.
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’...