Influencer Credibility and Responsible Tourism: A Study of Ecotourists' Economic, Socio‐Cultural, and Environmental Responsible Behaviors in Sarawak

ABSTRACT The tourism sector faces pressing sustainability challenges, especially during crises. The rural communities reliant on ecotourism remain vulnerable, highlighting the need for responsible tourism. This study integrates social cognitive theory (SCT) and the elaboration likelihood model (ELM) to examine how self‐efficacy and outcome expectation influence attitude, intention, and ultimately responsible tourism behavior across economic, socio‐cultural, and environmental dimensions. Influencer credibility was proposed as a moderator of self‐efficacy‐attitude and outcome expectation‐attitude relationships. Using a survey of 383 ecotourists, data were analyzed through partial least squares structural equation modeling (PLS‐SEM), complemented by a post‐survey engagement for deeper insights. Results reveal that self‐efficacy and outcome expectation significantly influence attitude, which subsequently shapes intention and responsible tourism behavior. However, influencer credibility did not moderate the proposed relationships. This study advances SCT and ELM in responsible tourism and provides valuable guidance for policymakers and destination managers to promote sustainable practices.