What makes tourists go green? A multidimensional exploration of pro-environmental behavior predictors

Purpose This study explores the predictors of pro-environmental behavior (PEB) among tourists by integrating psychological, demographic, situational, behavioral and contextual factors. It aims to address theoretical gaps in existing models of PEB within the tourism industry. Design/methodology/approach The research employs a stratified random sampling method, surveying 824 domestic and international tourists in Serbia. Data were collected via online surveys and analyzed using linear multiple regression and genetic algorithms to identify significant predictors of PEB. Findings The study identifies personal norms, travel companions and perceived effectiveness as the strongest predictors of PEB among tourists. Other influential factors include duration of stay, destination characteristics and demographic variables such as age and education. The results highlight the complex interplay of internal values, social influences and situational factors in shaping sustainable behaviors in tourism. Practical implications The findings suggest that tourism stakeholders, including policymakers and managers, should focus on strategies that enhance personal norms and leverage social influences to promote sustainable tourism practices. Emphasizing the perceived effectiveness of eco-friendly actions and providing robust environmental infrastructure can further encourage pro-environmental behavior among tourists. Originality/value This research offers a comprehensive model that integrates a diverse range of predictors, providing a holistic understanding of the drivers of PEB in tourism. It advances the literature by addressing the limitations of existing theoretical models and emphasizing the importance of considering broader contextual influences.