Sustainable tourism begins in the itinerary: scale development and validation of the ethically minded tourist behavior

Purpose The study aims to develop and validate the Ethically Minded Tourist Behavior (EMTB) scale to assess tourists’ ethical considerations in destination selection. Based on the Stimulus-Organism-Response (S-O-R) theory, it tests a nomological framework where electronic word-of-mouth (eWOM) and perceived destination social responsibility (DSR) drive EMTB, with regional background (Asia vs. Europe) acting as a moderator. Design/methodology/approach This study uses a two-stage mix-method approach consisting of Stage 1 - identification of EMTB dimensions and generation of measurement items and Stage 2 - nomological network analysis of EMTB. Findings This study developed and validated the EMTB scale in the destination context, comprising four dimensions (i.e., Eco-Buy, Eco-Boycott, DSR-Boycott, Pay-More). Moreover, empirical findings revealed that eWOM and perceived DSR significantly influence EMTB, with perceived DSR acting as a mediator. Notably, regional background moderates the relationships between eWOM, perceived DSR and EMTB. Research limitations/implications Generalization of the findings must be taken with caution across the sample and regions. Nevertheless, the study suggests future research directions to guide EMTB research. Originality/value This study pioneers the validation of the EMTB scale to measure pre-trip ethically minded tourist behavior. It also confirms the nomological framework where eWOM and perceived DSR—representing online media influence and sustainability awareness, respectively—drive EMTB. Theoretically, this research advances both ethical tourist behavior and sustainable tourism studies. Practically, it provides tourists with self-reflective guidelines for making ethically minded destination choices. For sustainable tourism bodies, the study offers a practical framework to foster cross-sector collaboration in promoting EMTB among tourists.