Applying protection motivation theory to examine tourist’s pro-environmental behaviour: case study of Lahijan, Iran

Purpose This study aims to examine the pro-environmental behavior of tourists in one of the northern cities of Iran, Lahijan, by applying the Protection Motivation Theory (PMT). Design/methodology/approach The sample consists of a total of 180 tourists who had traveled to Lahijan city in Guilan province. Data is analyzed using descriptive analysis and structural equation modeling (SEM) technique using Smart PLS 3.0. Findings The results confirm the importance of PMT in explaining the pro-environmental behavior of tourists. The findings of this study show the significant relationship between vulnerability, severity, self-efficacy, response efficacy, response cost and maladaptive perception with tourist’s pro-environmental behavior. Moreover, rewards are not related to pro-environmental behavior. Practical implications This study provides a better understanding of how to motivate tourists toward pro-environmental behavior. It also contributes to reinforcing PMT by adding evidence from tourism research and delivers profiles for tourism providers. Originality/value The study contributes to the understanding of the predictors of pro-environmental behavior of tourists in Iran using a full PMT which encompasses three concepts of threats appraisal, coping appraisal and maladaptive perception.