INFLUENCE OF SUSTAINABLE INVOLVEMENT ON INTENT AND SOCIALLY RESPONSIBLE BEHAVIOR OF TOURISTS: CASE OF HOTELS IN THE RURAL DISTRICT OF ASNI

Abstract

Awareness of the requirements of sustainable development has become increasingly important in terms of responsible consumption, respect for the environment and promotion of local economies. The purpose of this research is to examine the impact of sustainable involvement and buying intentionof tourists on their socially responsible behavior. An empirical study was conducted with a sample of 113 tourists in Morocco. Validation of hypotheses through bi-varied analysis shows that sustainable involvement and intention have a positive impact on socially responsible behavior. In addition, the age, gender and marital status variables have a significant moderating effect on causality links between groups.