Search Results (87)

This study examines the determinants of environmentally responsible behavior among tourists in the heritage villages of Paveh County, Iran, through an integrated theoretical framework that synthesizes place-related psychological constructs with the Theory of Planned Behavior (TPB). Employing structural equation modeling on data collected from 443 tourists across three heritage villages (July–November 2024), the investigation tested comparative theoretical models with differing explanatory capacities. The baseline TPB model confirmed significant positive effects of environmental attitudes (β = 0.388), environmental norms (β = 0.398), and perceived behavioral control (β = 0.547) on behavioral intentions, which subsequently influenced environmental behavior (β = 0.561). The extended model incorporating place-related variables demonstrated enhanced explanatory power, with the R² values increasing from 48.2% to 52.7% for behavioral intentions and from 49.2% to 54.7% for actual behavior. Notably, place identity exhibited dual psychological functions: moderating the intention–behavior relationship (β = 0.155) and mediating between place attachment and environmental behavior (β = 0.163). These findings advance sustainable tourism theory by illuminating the complex pathways through which place-based psychological connections influence environmental behavior formation in heritage contexts, suggesting that more sophisticated theoretical frameworks are required for understanding and promoting sustainable practices in culturally significant destinations. Full article

In response to growing concerns about overtourism and the need for sustainable heritage tourism, this study investigates how external environmental stimuli affect tourists’ perceived value and behavioral intentions in historic urban environments. Using the Stimulus–Organism–Response (SOR) model as the theoretical framework, and based on 275 valid questionnaires collected from five major sites in the Historic Center of Macau, this study explores the direct and indirect relationships among four types of environmental stimuli (physical factors, social activities, environmental atmosphere, and information and services), perceived value, and behavioral intentions. The results of structural equation modeling (SEM) indicate that all four stimuli significantly influence perceived value and behavioral intentions. Among them, physical factors exert the strongest influence on perceived value (β = 0.291, p < 0.001), while social activities are the most influential predictor of behavioral intentions (β = 0.225, p < 0.01). Perceived value plays a significant mediating role in all relationships, with the largest mediation effect found in the path from physical factors to behavioral intentions (27.99%), followed by environmental atmosphere (24.80%), information and services (22.62%), and social activities (11.66%). These findings validate the applicability of the SOR model in heritage tourism contexts and highlight the central role of perceived value in shaping tourist behavior. Theoretically, this study advances our understanding of how multidimensional environmental stimuli contribute to value-based decision-making in tourism. Practically, it provides actionable insights for urban planners and heritage managers to design environments that promote deeper engagement and foster sustainable tourist behavior in high-density historic destinations like Macau. Full article

As a crucial component of cultural heritage, industrial heritage possesses considerable cultural, historical, and economic significance. The key challenge for industrial heritage sites is to foster eco-conscious actions among visitors while boosting tourism spending. Based on the S-O-R theory, we constructed a relationship model between authenticity, place attachment and environmental responsibility behavior through structural equation modeling and tested it with the survey data of tourists in Maoming open-pit mine ecological park. Findings reveal that both the object-related authenticity and the existential authenticity of the experience enhance the sense of reliance and belonging to the place, with the former also directly promoting visitors’ eco-conscious actions. In contrast, experiential authenticity does not exert a direct effect on eco-conscious actions. The sense of place reliance and identity are found to be significantly and positively linked to eco-conscious behavior. Furthermore, place reliance and identity act as intermediaries in the relationship between object authenticity, experiential authenticity, and eco-conscious behavior, serving as a sequential mediating factor. The study suggests strategies such as augmenting financial support to preserve the authenticity of the site, prioritizing the enhancement of infrastructure and the creation of cultural offerings to elicit emotional responses, and reinforcing emotional bonds to encourage eco-conscious actions. Full article

In response to the global goal of carbon neutrality, the tourism industry faces mounting pressure to reduce emissions. Characteristic towns that rely on traditional, high-emission models urgently require low-carbon tourism transformation strategies to meet environmental targets while preserving cultural heritage and economic vitality. This study investigates the low-carbon transition pathways of tourism in characteristic towns, using the three-dimensional impact mechanism of tourists, residents, and enterprises as a conceptual entry point. Drawing on empirical research conducted in Zhouzhuang and Tongli—two ancient towns in Suzhou—the study identifies key drivers and barriers to the development of low-carbon tourism. Results indicate that the overall low-carbon transformation score for Suzhou’s characteristic towns is 63.3, suggesting a moderate level of progress. Specifically, Zhouzhuang scored 66.9, while Tongli lagged behind at 57.6, highlighting notable disparities in transition efforts. The study applies multi-agent game theory and system dynamics to analyze the interactive mechanisms among tourists, residents, and enterprises in the low-carbon transition. Our findings reveal that tourists’ low-carbon consumption behaviors, residents’ environmental awareness, and enterprises’ green investments significantly influence the transition process. Further analysis using a chain mediation model shows that policy support positively affects low-carbon outcomes by promoting enterprise investment and influencing resident behavior. The study’s innovation lies in its development of an integrated analytical framework that captures the dynamic interplay among multiple stakeholders, offering a comprehensive perspective on low-carbon tourism transformation in characteristic towns. This study contributes to the sustainable tourism literature and provides valuable insights for policymakers and practitioners working toward carbon neutrality in tourism destinations. Full article

In the contemporary Chinese tourism market, Generation Z constitutes a key consumer segment whose environmentally responsible behavior (ERB) is crucial to achieving the sustainable development of destinations. Drawing on the self-regulation of attitude theory and the cognitive–affective–conative (CAC) framework, in this research, we examined the influence of emotional factors on ERB among Generation Z tourists. In particular, we investigated the effect of creative tourism experiences (CTEs) on ERB, with tourist engagement (TE) and place attachment (PAT) serving as mediators. Data from 639 valid online questionnaires were analyzed through structural equation modeling (SEM). The results show that CTE and TE significantly impact ERB, while TE and PAT mediate the relationship between CTE and ERB. Moreover, self-efficacy (SE) positively moderates both the direct and indirect effects. Given the limited integration of the self-regulation of attitude theory and the CAC framework in ERB research, these results provide novel insights and valuable recommendations for the sustainable development of creative tourism. Full article

With the increasing amount of attention paid to sustainable tourism, balancing tourism growth with ecosystem conservation has become critical. As one of the most concentrated forms of tourism, island tourism is subject to distinct ecological pressures, making the study of tourists’ environmentally responsible behavior (TERB) both urgent and necessary. However, research on TERB in island tourism remains limited. In this study, we investigated Jeju Island as a case study and, based on 575 valid responses, integrated the value–identity–personal norm (VIP), value–attitude–behavior (VAB), theory of planned behavior (TPB), and complexity theory models to explore the formation pathways of TERB systematically. Structural equation modeling (SEM) confirmed that the core components of the VIP, VAB, and TPB models positively influence the development of TERB, while nationality emerged as a significant moderator. Fuzzy-set qualitative comparative analysis (fsQCA) further revealed six causal configurations, highlighting the diverse and non-linear TERB pathways. These findings will serve as significant theoretical insights into TERB and provide practical strategies for utilizing ecotourism as a tool for sustainable island tourism development. Full article

In order to achieve environmental sustainability within the tourism industry, it is vital to understand the components that encourage sports tourists to behave in an environmentally friendly way. However, the approach by which environmental aspects affect sports tourists’ behavior is not well studied, particularly the mediating role of sports tourists’ attitudes toward sustainable practices. Employing the norm activation model (NAM), this study addressed how environmental consciousness, environmental values, and environmental knowledge influence sports tourists’ attitudes toward sustainable practices and how sports tourists’ attitudes toward sustainable practices mediate these relationships in promoting sports tourists’ environmentally sustainable behavior. The data were gathered from 302 participants utilizing purposive sampling and analyzed by employing structural equation modeling (SEM). This study’s results revealed a positive association between environmental values, environmental knowledge, and sports tourists’ attitudes toward sustainable practices. Interestingly, the relationship between environmental consciousness and sports tourists’ attitudes toward sustainable practices was found to be insignificant. In addition, the relationship between environmental consciousness, environmental values, environmental knowledge, and sports tourists’ environmentally sustainable behavior was mediated by sports tourists’ attitudes toward sustainable practices. This mediating effect underlines the role of sports tourists’ attitudes toward sustainable practices in translating environmental values and environmental knowledge into actual behavior; hence, the development of positive attitudes toward sustainability is important for encouraging eco-friendly behaviors among sports tourists. These findings provide theoretical and practical insights for tourism practitioners in formulating strategies that would encourage environmental responsibility in the sports tourism industry. Full article

Forestry heritage tourism can spread the ecological concept of harmonious coexistence between humans and nature, and it is a nature-based solution to climate change. However, how tourists are guided to form an emotional identity and how their attention to climate change issues can be stimulated continuously remain unclear. Therefore, in this study, we selected the Wuyi Mountain Forestry Heritage Site as our study site and employed PLS-SEM to analyze the responses of 384 tourists, thereby examining the underlying mechanism linking their perceptions of climate change to carbon offset behaviors within forestry heritage sites. The results showed the following: Perceptions of climate change had a positive and significant impact on carbon offset behavior (β = 0.310, p < 0.001), ecological identity had a positive and significant impact on carbon offset behavior (β = 0.375, p < 0.001), and the sense of environmental responsibility had a positive and significant impact on carbon offset behavior (β = 0.226, p < 0.01). At the same time, ecological identity and environmental responsibility play an intermediary role, and the impact of climate change perception on the carbon offset behavior of tourists at forestry heritage sites is moderated by tourists’ health attitudes. In addition, gender, age, and educational background have an impact on the process of carbon-offsetting behavior development at forestry heritage sites. This research further clarifies the internal logic of tourists’ carbon offset behavior in the context of heritage tourism, helps to enrich the theoretical system of Nbs and heritage tourism research, and provides a feasible reference for the realization of the SDGs. Full article

Tourism and recreation are critical components of global economies and are significantly impacted by climate change due to their climate-dependent nature. This study aimed to assess the effects of climate change on outdoor recreation within the tourism sector, as perceived by stakeholders and tourists, through a systematic review. Following the PRISMA 2020 guidelines, a comprehensive search of the Web of Science database was conducted, resulting in a systematic review of 42 publications that met the inclusion–exclusion criteria out of a total of 226 publications published between 2007 and 2024. The comprehensive analysis identified four primary themes: vulnerability, adaptation, climate change perception, and tourist behavior. The USA emerges as the most researched country, followed by the UK, Germany, and France. The predominant research methods include regression analysis (37.2%) and thematic analysis (20.9%). Coping behaviors regarding climate change are influenced by various factors, such as geography, participant expertise, the type of activity, and the development levels of countries. Tourists adopt locational, temporal, strategic, activity substitution, and informational coping strategies in response to climate change. Conversely, businesses face challenges like reservation cancellations and mitigate global warming effects by modifying activities and adjusting routes due to rising water levels and drought. Adaptation projects are categorized into research–education, management, policy, behavior change, structural, and technical solutions. Implementing diversification strategies enables businesses to enhance their resilience and reduce environmental vulnerabilities. Additionally, raising awareness among visitors about the consequences of climate change is essential in fostering responsible behavior and promoting sustainable practices. The analysis reveals the lack of a holistic perspective in tourism studies, highlighting the need for projects that involve all stakeholders and support undeveloped and developing countries. Furthermore, it was observed that the perspectives of employees and residents were inadequately addressed in the studies examined. Full article

Tourists play a vital role in the development of sustainable tourism by boosting the local economy, preserving culture, and reducing environmental degradation. However, tourists’ decisions to visit destinations and promote sustainable tourism are influenced by reliable infrastructure, safety, security, and trust in institutions. A well-developed infrastructure, a peaceful environment, and efficient tourism management encourage tourism and sustainability. Therefore, this research examines the effect of tourism, infrastructure, institutions, and place attachment on sustainable tourism. Additionally, the study examines the role of infrastructure, institutions, and place attachment on tourists’ satisfaction in Khyber Pakhtunkhwa. Primary data were collected through surveys and Google forms from five tourist districts, Swat, Abbottabad, Mansehra, Upper Dir, and Lower Dir of Khyber Pakhtunkhwa. A total of 250 responses were collected from tourists using a proportionate random sampling technique. The data were analyzed using the partial least square structural equation modeling (PLS-SEM) technique. The results show that place attachment and tourist satisfaction positively affect sustainable tourism, while infrastructure, place attachment, and trust in institutions positively affect tourist satisfaction. Furthermore, sustainable tourism was more influenced by tourist satisfaction, and tourist satisfaction was more influenced by trust in institutions and infrastructure. The study also confirmed that infrastructure mediates the relationship between trust in institutions and sustainable tourism and between trust in institutions and tourist satisfaction. The study provides valuable insight to policymakers in assessing tourists’ behavior and sustainable tourism. Full article

This study examines the influence of environmental concerns on water conservation behaviors among Gen Z tourists in Iranian desert regions by extending the Norm Activation Theory (NAT). Adopting a quantitative approach, data were collected through a structured questionnaire from 330 Gen Z tourists (born between 1997 and 2012) who visited four Iranian desert villages (Qale Bala, Mesr, Abyaneh, and Rezaabad) between April and July 2023. Using systematic sampling, every fifth Gen Z tourist was selected. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that environmental concerns, situational responsibility, and personal norms positively impact water conservation behaviors, while denial of responsibility negatively affects them. Personal norms positively influence pride and guilt emotions, which in turn promote water conservation behaviors. The extended model, incorporating environmental concerns, demonstrated improved explanatory power over the original NAT. This research contributes to sustainable tourism literature by integrating environmental concerns and moral emotions into the NAT framework, offering insights into psychological mechanisms driving pro-environmental behaviors among Gen Z tourists in desert environments. Full article

Low-carbon tourism (LCT) has emerged as a pivotal approach to mitigate the environmental impact of tourism, particularly its contribution to greenhouse gas emissions. This study develops a structural equation model (SEM) to investigate the factors influencing decision-making in selecting low-carbon tourism destinations. The research integrates key variables including destination characteristics, marketing strategies, and tourist perceptions, grounded in the Theory of Planned Behavior (TPB) and consumer behavior theory. Data were collected from 405 tourists visiting Khaoyai National Park, one of Thailand’s most popular nature-based destinations, utilizing structured questionnaires and a robust sampling strategy. Findings reveal significant interrelationships among destination characteristics, marketing strategies, and tourists’ perceptions of LCT, which collectively shape decision-making processes. Enhanced perceptions of LCT are mediated by innovative marketing communications and sustainable destination features, emphasizing the role of eco-friendly practices in fostering responsible tourism. The study underscores the importance of aligning policy, business strategies, and tourist education to promote sustainable travel behaviors. These insights provide practical guidelines for stakeholders to advance low-carbon tourism initiatives while preserving the integrity of tourist experiences and environmental stewardship. Full article

Tourists’ pro-environmental behavior (TPEB) is crucial in promoting the sustainable development of tourism worldwide. It has received increased attention from scholars in different fields of tourism, but relevant research on the normative activation and formation process of TPEB in geotourism is lacking. Given the complexity of behavioral causes and norm activation, this study is grounded in multiple theories, including the norm activation model (NAM), behavioral reasoning theory (BRT), and complexity theory, to illustrate the formation process of TPEB in geotourism. The Zhangye National Geopark, which is located in Gansu Province, China, was chosen as the research case for this study. In total, 502 valid survey responses were utilized for data analysis using partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). The PLS-SEM results showed that tourist intention for pro-environmental behaviors is linearly affected by moral norms, attitude, social norms, and perceived behavioral control, which are the key components in the NAM and BRT. The fsQCA results identified six causal recipes components that influence the formation of intention for pro-environmental behaviors, confirming the causal complexity principle of complexity theory. Among these, environmental awareness, anticipated emotion of pride, moral norms, attitude, and social norms are considered core variables. These research findings provide significant management guidance and strategies for the environmental protection of geoparks and the sustainable development of geotourism. Full article

With consumers becoming increasingly aware of the effects of human activity on the environment, tourism products and destinations are increasingly marketed as sustainable and socially responsible. As most sustainable practices lead to additional costs, and tourists’ decisions tend to be price sensitive, achieving sustainability goals necessarily involves understanding how much more tourists are willing to pay for sustainable practices as well as the antecedents of such willingness to pay (WTP). The present study aims to advance knowledge on the antecedents of WTP for sustainable destinations (WTP-4-SD), for which it builds on previous studies employing the Theory of Planned Behavior (TPB) and the New Environmental Paradigm (NEP). In this context, a theoretical model involving ecotourism attitudes, environmental beliefs, climate change-related risk perceptions (CC-RRP), environmental concern during trip (ECDT), and sustainable consumption behavior (SCB) as antecedents of WTP-4-SD is proposed. The model was tested based on data collected through an online survey from a sample of 847 Spanish and Portuguese Gen Z travelers and analyzed through Structural Equations Modeling (SEM). The findings suggest that a cohesive set of attitudes and beliefs regarding the man–nature relationship, the risks of climate change, and the role of tourism—which have been labeled “No Planet-B Attitudes”—is the main driver of WTP-4-SD. The effects of SCB and ECDT on WTP-4-SD have also been confirmed—although the latter is quite small—as well as those of No Planet-B Attitudes on both. The findings bring about insights into young travelers’ attitudes towards nature and the role of tourism in sustainable development, as well as useful implications for sustainable tourism planning and marketing. Full article

As rational economic beings, economic gains in behavior influence consumers. Consequently, rewards influence consumer behavior, which leads to altruism and warm traits. This motivates consumers to enhance their willingness to behave in a pro-social way. Previous studies demonstrate that rewards can positively influence the environmentally conscious consumption behavior of consumers. However, their impact on the willingness of tourists to adopt low-carbon behavior is overlooked. Promoting low-carbon behavior, incentive services are becoming increasingly prevalent in tourism. Encouraging tourists to start behaving in a low-carbon way is of particular importance for sustainable tourism. Authors have combined rewards and the low-carbon behavioral intentions of tourists based on stimulus–organism–response theory to explore the positive emotions of tourists triggered by rewards. This theory posits that positive emotions will further boost tourist willingness to engage in low-carbon behavior. Thus, we conducted three experiments to investigate three key areas, namely, the role of rewards in influencing tourists’ willingness to become involved in low-carbon behavior, the impact of rewards on the generation of positive emotions, and the impact of positive emotions with regard to the readiness to become involved low-carbon behaviors. The results indicate that rewards exert a positive effect on emotions, which influences the inclination to engage in environmentally friendly behavior. Additionally, the extent of environmental knowledge moderates the willingness to participate in such activities. This paper provides original insights into the factors influencing the willingness of tourists to participate in low-carbon practices and provides valuable managerial guidance for the sustainable development of tourism. Full article