Exploring the Synergy of Self-Determination and Social Norms in Pro-Environmental Behavior at World Heritage Sites

This study examines how internal motivations and external social influences in heritage tourism combine to shape tourists' pro-environmental behaviors at World Heritage Sites. Building on an extended norm activation model, we propose an integrative framework that combines self-determination theory (autonomy, competence, and relatedness) and social norm theory (injunctive/descriptive norms). Analyzing survey data from 510 visitors at Pingyao Ancient City in China, we find that (1) personal norms (via environmental awareness/responsibility) are necessary but insufficient for PEBs; (2) internal motivations strengthen the personal norm-PEB link, especially when autonomy is present; and (3) travel companions’ social norms influence PEBs both directly and by moderating personal norms’ effectiveness. These findings advance the theory by elucidating the interaction between psychological needs and normative pressure in heritage tourism. Practically, they suggest designing PEB interventions that simultaneously cater to tourists’ autonomy and harness their group dynamics.