Advancing pro-environmental behaviour models: introducing the rational, normative and contextual tourists’ pro-environmental behaviour (RNC-PEB) framework

Purpose Understanding the key drivers of pro-environmental behaviour (PEB) is essential for designing effective sustainability initiatives and policies in tourism that foster responsible consumption among tourists. This paper aims to address the multifaceted nature of PEB within the tourism context, offering actionable insights to advance sustainable practices. Drawing on identified research gaps, this study investigates both internal and external factors that influence tourists’ choices regarding accommodations, transportation and onsite activities. Design/methodology/approach This research uses a mixed-methods analytical framework, integrating structural equation modelling and multiple regression analyses on survey data gathered from tourists visiting various destinations in Spain. This study addresses the theoretical fragmentation in the literature by examining the integration of the Theory of Planned Behaviour and the Norm Activation Model. It evaluates the effectiveness of the Rational, Normative and Contextual (RNC-PEB) model, as a more comprehensive and predictive framework for understanding tourists’ high-effort PEB. Findings This paper validates the RNC-PEB model’s efficacy in explaining tourists’ high-effort PEB, surpassing the performance of standalone frameworks. The findings reveal the variability of PEB across different visitor segments due to contextual factors, emphasising the theoretical and practical implications of rational, normative and contextual constructs for understanding tourists’ sustainable behaviour. Originality/value This study introduces and empirically validates the RNC-PEB model, a novel framework synthesising two foundational behavioural theories and incorporating environmental knowledge as a core internal driver. Tested across diverse tourism contexts, the model contributes to a more integrated understanding of visitor behaviour and highlights the critical role of context in designing targeted behavioural interventions and destination management strategies.