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

Balaskas, S ORCID: 0000-0003-2444-9796, Yfantidou, I ORCID: 0000-0003-3200-2185, Panteli, A ORCID: 0000-0001-8161-647X, Komis, K and Nikolopoulos, T ORCID: 0000-0003-1323-321X (2025) From Intention to Action: Modeling Post-Visit Responsible Behavior in Ecotourism. Tourism and Hospitality, 6 (4).

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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.

Item Type:	Article
Uncontrolled Keywords:	3504 Commercial services; 3508 Tourism
Subjects:	H Social Sciences > HF Commerce > HF5001 Business G Geography. Anthropology. Recreation > GE Environmental Sciences G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) > G154.9 Travel and state. Tourism
Divisions:	Liverpool Business School
Publisher:	MDPI AG
Date of acceptance:	3 September 2025
Date of first compliant Open Access:	8 September 2025
Date Deposited:	08 Sep 2025 09:52
Last Modified:	08 Sep 2025 10:00
DOI or ID number:	10.3390/tourhosp6040170
URI:	https://researchonline.ljmu.ac.uk/id/eprint/27114

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