Tourist pro-environmental behaviour : the role of environmental image of destination and daily behaviour

Contextual impacts have a major role for the tourist pro-environmental behaviour at the destination, however, they remain under-researched. In this article, we explore the change in pro-environmental behaviour of tourists from daily to tourism context. We surveyed tourists asking them to evaluate the environmental image, their pro-environmental behaviour at the recently visited destination and in daily life, and then analysed data with t-test and regression analysis. The results show that: 1) most of the analysed pro-environmental behaviours get worse in the tourism context; 2) tourists, whose pro-environmental behaviour at home is above the average, behave better at the destination too; 3) perception of the destination as environmentally friendly is associated with better pro-environmental behaviour at the destination.