The Structural Equation Model of Factors Affecting Decision-Making on Low-Carbon Tourist Destinations

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.