Tourists’ Environmentally Responsible Behaviour - The Case of Ecotourism and Geotourism Destinations in Serbia

Sustainable tourism is a key strategy for nurturing tourists' relationships with the values of protected areas, which is beneficial for conservation. Since tourism activities may potentially harm the environment, maintaining the sustainability of the destination heavily relies on tourists’ environmentally responsible behaviour (TERB). This study aims to investigate TERB in protected areas, which have been identified as exceptional and therefore require preservation and appreciation. To comprehend TERB, the conceptual framework is based on the Knowledge-Belief-Norm (KBN) theory . Data for this research were collected through a survey of tourists visiting ecotourism and geotourism destinations. The structural equation model demonstrates the linear relationship between KBN theory constructs and TERB, while TERB positively influences satisfaction and indirectly affects behavioural intentions. Geotourists and ecotourists were not distinguished from one another. Practical implications provide insights into reducing the environmental impact of tourist activities when creating effective strategies.