The egocentric values disfavor the pro-environmental behavior of the diving guides in the Arrecifes de Cozumel National Park

Abstract

Diving as a touristic activity has boosted the economy, but it has also impacted the reef areas. During this activity, the guide is the main actor in the protection of the marine environment, since he has the control of the activities carried out by the divers. This research analyzes the relationship between values, beliefs and norms about the intension of diving guides to preserve the marine environment. The study was approached through the theory of Values, Beliefs and Norms (VCN) and was analyzed through structural equation models with the method of Partial Least Squares. The causality of the VCN model is confirmed, and it is identified that the valuation of the marine resources could be influenced by the egocentric values, which did not allow the conception of an intention of a favorable behavior.