Abstract

The Airbnb business plays a significant role in connecting visitors to the local community and promoting the protection of the local environment. However, little research has focused on the proenvironmental behaviors (PEBs) of Airbnb guests. This study aims to investigate the differences in PEBs between hotel guests and Airbnb guests by examining a conceptual model that incorporates place attachment, environmental concern, and PEBs. An online survey involving 254 hotel guests and 259 Airbnb guests was conducted. The findings revealed that place attachment significantly predicted visitors’ environmental concern and PEBs. The results of the mediation analysis further demonstrated that environmental concern played a significant role as a mediator between place attachment and PEBs. Additionally, the invariance test indicated that place dependence had a stronger impact on environmental concerns among Airbnb guests than hotel guests. These findings highlight the distinct roles of place attachment dimensions in shaping PEBs between the two groups.

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