Beyond awareness: exploring pathways linking values and sustainable behaviour in nature-based tourism

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Kaymaz Ç. K., Koca C., Batuhan T.

Journal of Ecotourism, cilt.25, sa.4, ss.1-30, 2026 (Scopus)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 25 Sayı: 4
  • Basım Tarihi: 2026
  • Doi Numarası: 10.1080/14724049.2026.2746718
  • Dergi Adı: Journal of Ecotourism
  • Derginin Tarandığı İndeksler: Scopus
  • Sayfa Sayıları: ss.1-30
  • Atatürk Üniversitesi Adresli: Evet

Özet

While Nature-Based Tourism offers significant opportunities for sustainable development, it also poses serious ecological risks due to increasing visitor pressure. This study examines sustainable environmental behaviours among nature-based tourists through a meta-theoretical framework integrating rational decision-making, normative-ethical motivations, and cognitive action capacity. Combining the Theory of Planned Behaviour, Norm Activation Theory, the Value–Belief–Norm approach, and Social Cognitive Theory, the framework was tested via Partial Least Squares Structural Equation Modelling (PLS-SEM) using data from 809 nature tourists in Türkiye. Findings indicate that the framework explains 57% of the variance in behavioural intention and 36.4% in self-reported sustainable behaviour. Results suggest that environmental ethical values may play a more prominent role in intention formation than cognitive perceptions. Furthermore, ethical and perceptual factors appear associated with sustainable behaviour through attitudinal and intentional processes. Macro-level behavioural capacity (perceived control and environmental attitudes) emerged as an important factor associated with intention, which was strongly related to self-reported behaviour. Overall, the results support associations among ethical, perceptual, attitudinal, intentional, and behavioural constructs, suggesting possible sequential pathways rather than direct linear relationships. Accordingly, the study offers a process-based interpretation of the intention–behaviour gap and provides an integrated analytical framework for understanding sustainable tourist behaviour.