From bystanders to actioners: A tri-theoretical exploration of residents’ roles in tourist PEBs

Using a mixed-methods sequential explanatory design supported by quantitative and qualitative evidence, this study explored how local residents can trigger tourists' pro-environmental behaviors (PEBs) from three theoretical perspectives: social learning, norm activation, and reference group theories. Our findings suggested that residents' PEBs trigger tourists' PEBs by serving as reference groups for tourists' personal norms, helping tourists become aware of environmental consequences, and making tourists learn that they have a role to play in protecting destinations. Tourists may bring this influence back home, turning them from bystanders into regular actioners of PEBs. The study makes important contributions to Norm Activation Theory, Social Learning Theory, and the reference group literature by integrating three theoretical perspectives. It highlights the important roles destination residents can play in influencing and transforming tourists’ PEBs and thus has important implications for local government authorities and destination management companies and professionals.