Environmentally responsible behavior in ecotourism: Antecedents and implications

This study explores the environmentally responsible behavior of tourists engaged in ecotourism. It proposes a behavioral model in which perceived value, satisfaction and activity involvement with respect to the eco-travel experience shape the tourist's environmentally responsible behavior. Unlike other studies that view environmentally responsible behavior as a generic trait, this study explores whether the level of environmentally responsible behavior can actually change as a result of the eco-travel experience. A total of 328 valid questionnaires were obtained and analyzed using partial least squares. The results show that perceived value, satisfaction and activity involvement can promote environmentally responsible behavior of tourists. While perceived value directly affects environmentally responsible behavior, satisfaction and involvement play the roles of partial mediators in the behavioral model. Thus, enhancing tourist's value perception about the eco-travel activity is the first in a sequence of steps that would strengthen environmentally responsible behavior via increasing the ecotourist's activity involvement and satisfaction levels. Finally, the implications for the key stakeholders in the ecotourism industry are discussed. •We developed a new model as to how to promote traveler's environmentally responsible behavior.•Tourist's perception of value is a direct determinant of environmentally responsible behavior.•Involvement and satisfaction partially mediate the impact of value perception on environmentally responsible behavior.•Overall travel experience can affect tourist's environmentally responsible behavior.•We provide managerial implication for sustainable ecotourism.