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Can protection motivation theory predict pro-environmental behaviour of small rural tourism enterprises? An extended model including community involvement

ABSTRACT This study explained the generation and implementation of pro-environmental behaviour (PEB) of small rural tourism enterprises (SRTEs) based on protection motivation theory (PMT), and discussed the effect of the contextual variable of community involvement on PEB of SRTEs. The results showed that: (a) the vulnerability to risks, severity of risks, response efficacy, and self-efficacy have significant effects on the pro-environmental behavioural intention (PEBI) of SRTEs; (b) SRTEs’ PEBI further significantly affects their PEB; and (c) community involvement can not only directly affect the PEB of SRTEs, but also positively moderate the relationship between PEBI and PEB of SRTEs.