Understanding Tourists' Environmental Behavior Through the Lens of Willingness to Change and Motivational Factors

ABSTRACT The study investigates the determinants of responsible tourist behavior within the context of ecotourism destinations. In this study, the mediation test uncovers that three core factors—environmental consciousness, willingness to change, and motivational drivers—all contribute significantly to responsible practices at an ecotourism destination. The study finds that personal values, moral responsibility, a love of being eco‐friendly, the motive to inspire, and the desire to recommend are strong primary motivational factors that directly influence tourist behavior, which then leads to responsible practices. Results will help the service providers implement eco‐friendly infrastructure to enhance tourists' willingness to adopt sustainable practices. Our findings highlight the importance of psychological readiness for willingness to change, which bridges perception and action for responsible practices, particularly when interventions target motivational factors that influence eco‐friendly choices. The study contributes to developing ecotourism destinations that align with Sustainable Development Goal (SDG) 12, which talks about conscious consumption and production, and it also expands the understanding of the pro‐environmental behaviors of tourists to reduce carbon footprint.