Predicting responsible environmental behavior in ecotourism: An enhanced model for environmental policy development and sustainable management

Tourism, particularly ecotourism, has shown significant global growth, contributing to economic development while raising concerns about environmental Sustainability This study investigates the factors influencing tourists' responsible environmental behavior (REB) at natural destinations, specifically focusing on waterfall sites in Iran's Lorestan province. Using an extended Theory of Planned Behavior (TPB) framework, the research incorporates environmental concern and environmental interpretation alongside traditional TPB variables to better understand tourist behavior in ecotourism contexts. The study addresses a crucial gap in the literature by examining how psychological, social, and cultural factors influence environmental behaviors in specific regional contexts, particularly in developing countries. The findings demonstrate strong support for both the original TPB components and the extended model variables. Environmental concerns and environmental interpretations were found to significantly enhance tourists' responsible environmental behavior. The findings contribute to the development of sustainable tourism management strategies that can help balance economic benefits with environmental conservation in ecotourism destinations. The theoretical framework proposed in this study could provide valuable insights for policymakers and tourism managers seeking to promote responsible environmental behavior while maintaining the natural integrity of tourist destinations.