Researchers have pointed out the urgent need to tackle food waste from customers’ plates, considering its environmental and socioeconomic impacts. Nonetheless, little is known about reducing food waste from customers’ plates in the restaurant context. The present research successfully addressed how customers can reduce food waste by using the Norm Activation Model (NAM). A customer survey was employed to collect quantitative data to verify the hypotheses of this study. The NAM of this study involved awareness of environmental impact (of the restaurant industry), ascribed responsibility for food waste, and moral norm for food waste reduction as predictors for food waste reduction intention. In addition, this study adopted self-efficacy to food waste reduction as a moderator on the path from the moral norm for food waste reduction to food waste reduction intention. Our empirical results supported all the hypotheses suggested in the research model. Consequently, the findings of this study adequately explained how restaurant customers form their intention to reduce food waste and thus provided important clues about how it can be encouraged. For example, based on the findings, a nudging message may be displayed on the restaurant wall to raise customers’ self-efficacy, saying, “Saving the earth is as easy as finishing your food or taking it home”.

Prior studies have identified the complexity involved in explaining the relationship between wellness tourism attributes and tourist behavior. This study investigated the configurational effects of 10 constructs in predicting the ambiguous area between overall satisfaction and destination behavioral loyalty. To achieve this, the study used a fuzzy set qualitative comparative analysis (fsQCA) and necessary condition analysis (NCA). The results of the fsQCA generated a range of models that effectively predicted tourists’ high or low levels of overall satisfaction and behavioral loyalty. Furthermore, the NCA results identified perceived quality as an essential construct for achieving the combination of overall satisfaction and behavioral loyalty. The study enhances our current knowledge by broadening our comprehension of the intricate aspects of tourists’ decision-making processes and the formation of their behaviors. Additionally, it provides a roadmap for the industry to effectively address challenges in managing wellness tourism resources.

This research developed an integrated theoretical framework encompassing green image congruence, care for the environmental consequences, eco-conscious behaviors, sense of moral obligation, and perceived environmental corporate social responsibility (CSR) in order to explain customer approach behaviors for green hotels. Previous researches discussed about environmental behavior and consumer behavior. However, customer environmentally responsible approach decision formation and consumption activities are an insufficiently explored topic. This study implemented quantitative research methodological. The findings of this study showed the correlation of research constructs are significant and such relationships contribute to boosting of customer approach behaviors. Sense of obligation to take green actions as a mediator maximized the effect of other research variables on approach behaviors. In addition, a prominent role of the sense of moral obligation to take green actions in determining approach behaviors was uncovered. Perceived environmental CSR played a vital moderating role within the proposed conceptual framework. The outcomes of this research can help hotel operators and academics better comprehend customer pro-environmental decision-making process and behaviors.

With the growth of rural tourism in China, this study aims to determine the destination attributes, tourism satisfaction, and intention of revisiting Inner Mongolia. This study also investigated the mean comparison of tourist satisfaction and revisit intention across domestic tourists’ demographic characteristics. Structural analysis revealed that destination attributes have a positive influence on satisfaction and revisit intention. In addition, the result of the mean difference test showed that satisfaction is significantly different between male and female tourists, and revisit intention significantly varies across the season. Our findings have an excellent directive significance to bring forward rural tourism in Inner Mongolia.

Climate change is certainly a global problem that negatively affects all nations, and thus all humans, on the globe. Nevertheless, little is known about people’s perceptions of climate change and its effects on people’s attitudinal and behavioral responses to climate change. The present study successfully addressed how hotel guests’ environment-friendly behavior intention is formed through their self-perception as a member of the global community and their psychological distance of climate change. An online survey was used to collect quantitative data from hotel guests to verify the hypotheses. Our test results supported all the hypotheses in our conceptual model. Consequently, the findings of this study satisfactorily explained how hotel guests form their intention to engage in environment-friendly behaviors while they are staying at hotels.

Given that little is known about overseas travelers’ responses and behaviors toward China after the outbreak of COVID-19, this study aimed to uncover risk perception factors and investigate its role in Korean travelers’ avoidance/hesitation behaviors toward China as an international tourism destination in the case of the COVID-19 pandemic. To explore the relationship with risk perception, anticipated emotion and avoidance/hesitation behavior, a quantitative method along with an online survey was employed. This focus was on Korean tourists who had traveled to China at least once. Findings revealed that risk perception and negative anticipated emotion are vital facilitators of avoidance/hesitation behaviors, and that positive anticipated emotion reduces such behaviors. The efficacy of a higher-order structure of risk perception, which encompasses six dimensions, was also demonstrated. In addition, destination attachment lowered the influence of risk perception on the formation of avoidance/hesitation behaviors. Overall, our results will help tourism researchers and practitioners understand what factors drive and reduce international travelers’ avoidance/hesitation behaviors toward China in the post-pandemic world. Implications for theory and practice are offered.