From Intention to Action: Modeling Post-Visit Responsible Behavior in Ecotourism

Stefanos Balaskas (), Ioanna Yfantidou, Antiopi Panteli, Kyriakos Komis and Theofanis Nikolopoulos
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Stefanos Balaskas: Department of Physics, School of Sciences, Democritus University of Thrace, Kavala Campus, 65404 Kavala, Greece
Ioanna Yfantidou: Department of Business and Management, Liverpool John Moores University (LJMU), Liverpool L3 5UL, UK
Antiopi Panteli: Management Information Systems & Business Intelligence Laboratory, Department of Business Administration, University of Patras, 26504 Patras, Greece
Kyriakos Komis: Department of Electrical and Computer Engineering, School of Engineering, University of Patras, 26504 Patras, Greece
Theofanis Nikolopoulos: School of Social Sciences, Hellenic Open University, 18 Parodos Aristotelous St., 26335 Patras, Greece

Tourism and Hospitality, 2025, vol. 6, issue 4, 1-35

Abstract: The promise of sustainability of ecotourism relies on comprehending the psychological mechanism that converts experience into post-visit environmental concern. This research formulates and examines a model that connects three antecedents—Perceived Trip Quality (PTQ), Aesthetic/Spiritual Experience (ASE), and Environmental Concern (EC)—with Responsible Post-Visit Behavior (RPB) through two mediators: Tourist Satisfaction (SAT) and Personal Norms (PN). Structural equation modeling based on a quantitative, cross-sectional design examined survey responses from 585 Greek ecotourists. All three precursors meaningfully predicted RPB, directly and indirectly through SAT and PN, with partial mediation on all but the direct pathway. Mediation effects also named PN a stronger channel than SAT, particularly in converting affective and moral involvement into stable intentions. Multi-group tests for gender, age, education, environmental orientation, and previous ecotourism experience revealed significant differences; younger, inexperienced, and high-orientation tourists were more sensitive to normative and affective mechanisms. The research develops environmental and tourism psychology by combining value-based and experience-based routes to post-visit action. Practical recommendations are made to policymakers, educators, and operators to develop transformational, norm-activating experiences.

Keywords: ecotourism responsible behavior; structural equation modeling (SEM); environmental concern; tourist satisfaction; personal norms; aesthetic experience; sustainable tourism (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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