Understanding Tourists Environmentally Responsible Behavior in Fragile Ecosystems

This study examines the factors that influence tourists’ environmentally responsible behavior (ERB), focusing on involvement, destination image, tourist experience and place attachment. While previous research has identified these antecedents as key drivers of ERB, their combined effects in sensitive ecosystems, such as wetlands, remain under-researched. Using data collected from 338 Thai tourists and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that place attachment mediates the effects of involvement, destination image and tourist experience on ERB. The findings demonstrate that while these antecedents do not directly influence ERB, they promote emotional attachment to the destination and motivate responsible behavior. The Ko Phra Thong wetland in Thailand’s Phang Nga province is an ecologically important area known for its rich biodiversity and unique savannah-like landscape. It is home to rare and endangered species, including the Lesser Adjutant Stork and four endangered sea turtle species. However, the region is facing increasing environmental pressures, including habitat degradation and coastal erosion, due to the combined effects of increased tourism activities and climate change. The balance between ecological protection and sustainable tourism development is crucial. This study fills a critical research gap and provides practical insights for stakeholders by highlighting the role of emotional and experiential factors in promoting ERB and ensuring the long-term preservation of Ko Phra Thong Wetland.