1. Introduction
The tourism attractiveness of a destination is dependent on the beauty and authenticity of its natural and cultural resources [
1]. Tourism, which holds significant importance for both local and global economies, requires sustainable practices, considering its impact on resources [
2]. The sector’s global development has been emphasized in numerous studies to be dependent on the sustainable use of environmental resources [
3,
4,
5].
The support of the locals is of great importance in ensuring sustainable development in tourism [
6]. According to Chin et al. [
7], considering the sentiments and reactions of the local community residing in the destination, and garnering their support, is fundamental for sustainable tourism. Gon et al. [
8] assert that the support of the locals living in destinations is a prerequisite for sustainable tourism practices. Another perspective suggests that balancing the needs of the local people and exhibiting environmentally friendly behaviors is of great significance for both national and regional sustainable development plans [
9]. Various theories in the literature have emerged regarding the emergence of individuals’ environmentally friendly intentions and behaviors [
10,
11]. Within this context, the Value–Belief–Norm Theory (VBN), developed by Stern [
12] based on the Norm Activation Theory, has been widely applied to describe individuals’ environmentally friendly behavior. The theory tries to explain the basis of the behavior by stating that pro-environmental actions are carried out by individuals who are aware of environmental issues and have a sense of liability [
12].
It is important to develop environmental commitment to ensure the permanent change to pro-environmental behaviors in individuals [
13]. Environmental commitment is believed to lead individuals to change their behaviors by establishing a long-term emotional connection to ecological issues [
14]. The positive and enduring transformation of the local people’s behaviors from an environmental perspective supports the physical environment and sustainable destination development [
15]. For sustainable development, individuals need to prevent and/or reduce the harm inflicted on the natural and cultural environment. Studies have indicated the importance of internalizing environmentally friendly behaviors to make them sustainable [
16,
17]. Supporting sustainable development in tourism necessitates that individuals personally adopt environmental behaviors and have environmental commitment to make them continuous [
18,
19].
On the other hand, it is necessary to devise and implement practical solutions to problems such as waste management, energy waste, resource utilization, pollution, and climate change in terms of environmental commitment and sustainable tourism development. Responding to problems requires a certain level of environmental knowledge. In this sense, environmental education plays a critical function in building pro-environmental behavior, environmental commitment and support for sustainable tourism development in society [
20]. Environmental education is in a linking position to build knowledgeable and strong societies against environmental problems [
21]. Environmental education is used as an effective method in the emergence of pro-environmental behaviors and the activation of subsequent protection, development, and sustainable practices [
22].
In this regard, when the studies in the literature are examined, it is possible to determine that the Value–Belief–Norm Theory and its results are generally evaluated for organizations and tourists [
23,
24,
25,
26]. On the other hand, the effect of the results under the Value–Belief–Norm Theory on the environmental commitment and intention to support sustainable tourism development of local people residing in tourist destinations is still unclear. At this juncture, the intentions of the locals to support tourism development within the scope of environmentally friendly behaviors and environmental commitment have not been thoroughly explored. From this point of view, the purpose of the study is to determine the effect of the pro-environmental personal norm, which emerged with the Value–Belief–Norm Theory, on the environmental commitment of local people and their intention to support sustainable tourism development. Additionally, unlike other studies in the literature, the moderating role of environmental education in these relationships was investigated.
5. Discussion
The studies carried out regarding pro-environmental behaviors within the sustainability literature in tourism have generally focused on hotels and tourists [
25,
76,
77]. Additionally, it has been emphasized in previous studies that local people have a great influence on sustainable tourism [
78,
79]. It is known that involving local communities in decision-making processes through consultation committees, workshops, and similar organizations aimed at the development of sustainable tourism yields various benefits [
80]. In another study, it was observed that changes in the behaviors and social habits of local residents significantly contribute to the sustainability of destinations by helping reduce overconsumption, the carbon footprint, and waste [
81]. Unlike other studies, this research aims to examine the environmental decision-making processes of local people from a sustainable tourism perspective. Drawing on the Value–Belief–Norm Theory (VBN), this text aims to elucidate environmental commitment and intentions to support sustainable tourism development. Additionally, it investigates the moderating role of commitment in the relationship between these variables. In parallel with other studies in the literature [
23,
24,
27,
29], this study has determined that perceived values (biospheric values) lead to awareness of environmental problems, to the assumption of responsibilities related to these problems, and ultimately to the emergence of a pro-environmental personal norm. The findings of the study are consistent with the Value–Belief–Norm Theory [
12]. Examining the results, it is evident that the local people who highly value the environment experience an increased awareness of the environmental issues. This heightened awareness, in turn, instills a sense of responsibility, leading individuals to develop moral obligations toward the environmental problems. When examining the studies that support the findings of our research in the literature, in a study conducted to address global environmental problems, Klöckner [
27] examined how people make decisions about environmental behaviors. In the research, a meta-analytic structural equation model was used based on a pool of 56 different data sets that comprised various target behaviors. Klöckner [
27] stated that the pro-environmental personal norm could be achieved through the awareness of environmental problems and feeling responsible for these problems. It is apparent that this result is consistent with the findings of our study.
According to the research findings, the pro-environmental personal norm affects environmental commitment and the willingness to support sustainable tourism development. These findings support the outcomes of previous studies [
82,
83,
84]. This study’s findings indicate that local residents with biospheric values have demonstrated an increased environmental commitment due to a sense of pro-environmental obligation. In examining studies in the literature that correspond with our research findings, we find that Lynes and Dredge [
82] stated in their study within a different area of tourism that pro-environmental personal norms, derived from attitudes, values, and beliefs, have a critical impact on environmental commitment. They also express a desire to participate in finding solutions to environmental issues caused by tourism. Among the findings of this study, it has been stated that the pro-environmental personal norm has a positive effect on supporting sustainable tourism development. When compared with studies in the literature, this result is compatible with the research conducted by Andersson, Shivarajan, and Blau [
83]. In their study, Andersson, Shivarajan, and Blau [
83] found that the pro-environmental personal norms of individuals influence their intentions to support ecological sustainability. The research indicated that for organizations to achieve their ecological sustainability targets, employees need to have pro-environmental personal norms. In another study, Lind et al. [
84] investigated Norwegian tourists and found that values, beliefs, and pro-environmental personal norms affect individuals’ sustainable travel choices. Their study revealed that pro-environmental personal norms influence individuals’ modes of travel, leading them to prefer sustainable options. These findings are consistent with the results of our research. This is consistent with that found in previous studies [
85]. Moreover, it is in line with Wynveen, Kyle, and Tarrant’s [
77] finding that the environmental moral obligations formed by individuals with biospheric values have an impact on their intentions to solve environmental problems. This suggests that individuals with pro-environmental moral obligations are more probable to support the development of sustainable tourism. When the findings of the study conducted by Park et al. [
24] are examined, it is also similar to the fact that the strong personal norms of volunteer tourists have a positive effect on their intentions to support sustainable tourism development.
In the study, the relationship between local people’s environmental commitment behavior and intent to support sustainable tourism development was examined. However, it was found that this relationship is not significant in the research, diverging from findings in previous studies [
86,
87,
88,
89]. Suasana and Ekawati [
90] stated in their study that environmental commitment has a positive and significant effect on green innovations. They found that individuals with high environmental commitment support sustainable innovative practices. Such a finding does not coincide with the findings of our study. Similarly, Xing et al. [
89] reported that environmental commitment contributes to environmental management and sustainable innovative practices. This result also does not align with our findings. His study indicated that environmental commitment influences environmentally friendly behavior, positively influencing sustainable tourism development. The finding of this research may be attributed to the perspective of the locals, suggesting that individuals experiencing a high level of environmental commitment may not see a correspondence between their efforts in supporting sustainable tourism activities and the benefits gained from these efforts in a cost–benefit perspective.
In addition, among the findings of the study, it was found that education to increase environmental awareness has a moderating role in the relationship between pro-environmental personal norms and environmental commitment. This research is similar to previous studies in the literature [
46,
91]. This result, which is consistent with the research conducted by Marcinkowski [
91], states that when pro-environmental personal norms are strengthened by environmental education, the effect on environmental commitment will increase. In other words, it has been observed that the pro-environmental behaviors of the local people supported by education will strengthen their commitment to the environment. Education was seen as an important source of motivation in terms of sustainable pro-environmental behaviors [
46]. Another finding in the study is that environmental education has a positive effect on the relationship between environmental moral obligations and support for sustainable tourism development. Flint [
92] stated in his research that in sustainable development and sustainable environmental management, environmental education of the society is very important in determining pro-environmental policies. Environmental education creates environmental awareness in individuals and provides the opportunity to evaluate the decisions made by the administrations in depth [
92].
6. Conclusions
This research has revealed that the biospheric value that local people attach to the environment supports the ecological worldview. This view creates an awareness concerning environmental problems, this awareness imposes a responsibility on individuals for these problems, and the responsibility imposed on individuals creates pro-environmental moral obligations.
This situation identifies the pro-environmental decision-making processes of local people. Klockner [
27] has stated that individuals’ environmentally responsible decision-making processes contribute to engaging in environmentally friendly actions. Through this research, the validity of the VBN has been tested, and it has been determined that personal norms are elicited by sequential values, an ecological worldview, awareness of negative consequences, and ascribed responsibility.
The second outcome of the study is that the pro-environmental personal norms of the local people affect their environmental commitment. It has been observed that environmental commitment is determined by pro-environmental personal norms and that the long-term environmental behavior of individuals depends on moral obligations. As reported in the study of Rahman and Reynolds [
38], tourists with high environmental commitment stated that they developed intentions to protect the environment and preferred green hotels. Thus, having a high level of environmental commitment leads to an increase in pro-environmental attitudes. Hergesell [
40] stated that individuals who used public transportation intensively during their travels had high environmental awareness and commitment.
The third result found in this study within the context of the VBN is that pro-environmental personal norms positively affect the intention to support sustainable tourism development. Park et al. [
24] argue that the environmental moral obligations of volunteer tourists affect their intention to support sustainable tourism development. However, the fact that the studies conducted in this field are generally on tourists and hotel businesses has shown that previous research has not covered all the stakeholders of tourism. This research focuses on local people, which have not been previously examined in the VBN, and tries to fill the gap in this context.
The fourth result of this research is that the environmental commitment of local people negatively affects the intent to support sustainable tourism. This result is not similar to other studies found in the literature [
30]. Terrier and Marfaing [
15] conclude that the individuals with high environmental commitment support environmentally friendly behaviors and show green purchasing behaviors. Mishra et al. [
93] claimed that environmental commitment has an effect on motivating sustainable choices. It has been considered that the situation that emerged in the research may be because although the environmental commitment of the locals is high, the expectations they have achieved in terms of sustainable tourism are below the efforts they make.
Another result obtained in this research is that environmental education has a positive moderating role in the relationship between pro-environmental personal norms with biospheric values and both environmental commitment and intent to support sustainable tourism development. In this case, it has been observed that personal norms supported by environmental education led to high environmental commitment and a high level of intention to support sustainable tourism development.
7. Implications
This study aimed to enhance the existing knowledge in the literature by testing the pro-environmental decision-making processes in tourism on a previously unexplored group, the local people, and has revealed various theoretical and practical implications on the basis of the research findings. The significance of local people in pro-environmental moral obligations in sustainable tourism has been emphasized. It has also been determined that the locals support sustainable tourism development and that environmental education has a regulatory role while providing this support. It has also been determined that trainings to increase environmental awareness are a strong motivation in the effect of the pro-environmental personal norms of local people on long-term environmental commitment behavior.
Based on the findings and discussions, this research offers various implications for the decision-making processes of local people in Manavgat for environmental protection. This research is expected to provide important implications for other destinations and studies.
7.1. Theoretical Implications
The findings of this study have theoretical implications; the VBN, specifically developed to shed light on pro-environmental behaviors, was put to the test among local individuals. Sustainable tourism development relies extensively on the involvement of local individuals. Prior research has largely focused on hotels and tourists but not on the locals residing in the destinations [
50,
84].
This study is deemed a vital addition to the sustainable tourism literature through its objective evaluation of the environmental decision-making processes of local communities. Using the VBN, the study establishes causal connections between environmental values, beliefs, personal norms, and environmental commitments while determining the impact of local moral obligations on environmental decisions. This study contributes significantly to the theory by proposing that the emergence of environmental conservation practices in tourism has an impact on environmental dedication. Transforming this situation into enduring behaviors is crucial for sustainable tourism.
This study presents a new theoretical perspective on sustainable tourism development, examining the effect of pro-environmental personal norms on the intention to support such pursuits. Consistent with the VBN and prior research [
94], the findings demonstrate the significant role of local communities in taking pro-environmental actions towards sustainable tourism development.
Finally, it was observed that education on environmental issues played a moderating role in the relationship between pro-environmental personal norms and both environmental commitment and intent to support sustainable tourism development. The personal norm and environmental education variables were found to explain 18% of the environmental commitment variable and 29% of the support for sustainable tourism development variable. It can be argued that these two antecedent variables explain the intention to support sustainable tourism development more strongly. To sum up, the explanation level of the personal norm and environmental education variables regarding environmental commitment is low, while their explanation level for support for sustainable tourism development is moderate [
95]. According to these results, the importance of the environmental education concept in environmental protection behaviors has been expressed, and it has provided a theoretical contribution by providing a comprehensive perspective in understanding the sustainable behaviors of local people.
7.2. Practical Implications
This study’s findings demonstrate practical contributions, indicating that the pro-environmental personal norms of the local participants have a positive impact on environmental commitment. From this perspective, it would be advantageous for the local government, hotels, and non-profit organizations responsible for developing and planning sustainable tourism in various destinations to arrange diverse events and informative festivals that promote the values and encourage the moral responsibility of individuals. In the preparation of sustainable development plans, it is believed that establishing a collaborative workspace for evaluating the opinions of local residents and pro-environmental values, beliefs, and norms would prove beneficial. Placing emphasis on the environmental protection behaviors of the locals residing in the destination, particularly in city councils under the purview of local government, would help promote tourism development.
This study determined that a high level of environmental commitment does not have an impact on the intention to support sustainable tourism development. This outcome is believed to be due to the influence of a cost/benefit perspective on the efforts made by local people towards environmental commitment, as they perceive it to have no effect on sustainable tourism. Wang et al. [
96] found that local residents prioritize rational and self-interest factors when considering their support for sustainable tourism development. Therefore, local support for sustainable tourism is more likely when the benefits of tourism align with the efforts made. Accordingly, it is recommended that local governments utilize various promotional and informative training approaches to effectively communicate the benefits of sustainable tourism development to residents. On the other hand, providing various incentives that encourage residents might be effective for administrations and planners who seek sustainable development in tourism.
Incorporating local communities into decision-making processes for sustainable tourism development projects will be beneficial. However, effective participation of local communities in decision-making requires them to possess the appropriate knowledge, skills, and abilities. In this context, environmental education plays a pivotal role in enhancing and strengthening public awareness of environmental issues. Increased awareness can lead to changes in societal behaviors and social norms. It is thought that the establishment of NGOs in societies that have reached a certain level of awareness will help in the control and supervision of sustainable tourism planners. It is believed that pro-environmental NGOs will guide planners in determining the ecological boundaries of the destination, ensuring its sustainability and transferring it to future generations.
Finally, the results of this study showed that environmental education has a moderating role in the relationship between pro-environmental personal norms and both environmental commitment and intention to support sustainable tourism development. It is thought that it would be beneficial to provide environmental protection courses and trainings in the relevant departments of local governments to increase the environmental awareness of the local people, to improve their ecological awareness, and to popularize and encourage the concept of environmental protection. It is thought that providing trainings on issues such as resource utilization, waste management, and environmental awareness in these courses will strengthen the commitment of societies to the environment [
48]. In addition, it is thought that applied libraries will contribute to environmental education in the context of sustainable development [
27].
7.3. Limitations and Future Research
There are various limitations and evaluations for future research in this study. First, the current study was carried out in the Manavgat touristic destination. Since the findings of this research reflect the characteristics of this region, it is rather difficult to generalize. In this sense, it is thought that in future studies, by using a similar model in other destinations, the relevant data can be expanded and the results can be generalized. In addition, this research was conducted by focusing on local people. In future studies, it is also possible that examining other stakeholders of sustainable tourism, such as NGOs and tourism authorities, will also contribute to the emergence of significant results.
Another limitation is that this study focused on biospheric values within the ordered values in the VBN developed by Stern [
12]. Altruistic and egoistic values were excluded from the study. This situation shows that the VBN has not been fully tested and it is thought that examining the biospheric, altruistic, and egoistic values in their entirety will be useful for future studies and for testing the VBN in its entirety. In addition, the theoretical model can be expanded by replacing the moderating role of environmental education in the study with different moderators. For example, the concept of psychological ownership can be added in future studies, and it is thought that investigating the effect of psychological ownership on sustainable tourism development will be beneficial for the literature. The reason for this is that there are few studies on the effects of psychological mechanisms on sustainable tourism development and sustainable consumption areas in tourism [
97].
Based on research findings, in future studies, it is of great importance to evaluate green human resource management issues in tourism businesses, which play a significant role in sustainable tourism development. It is known that employees working in tourism businesses are effective contributors to sustainable tourism [
98]. Therefore, examining the role of environmental education in fostering environmentally friendly behaviors among employees and its contribution to developing environmental commitment could be beneficial in this context.