Mindsets matter: Reimagining the destination brand experience-environmental behaviour link through a cognitive lens

Tourism destinations face increasing pressure to encourage environmentally responsible behaviours (ERBs) among visitors as a means of protecting ecological integrity and long-term sustainability. Drawing on the value-belief-norm (VBN) model and implicit beliefs theory, this study develops and tests a model linking sensory, affective, intellectual, and behavioural destination brand experience (DBE) to three forms of ERB: sustainable, pro-environmental, and environmentally friendly behaviour. Data from 395 tourists in Bangladesh were analysed using partial least squares structural equation modelling (PLS-SEM). Results show that sensory, intellectual, and behavioural experiences significantly influence ERB, while affective experiences have no significant direct effect. Importantly, tourists' mindsets moderate these relationships: individuals with a fixed mindset rely more on sensory and intellectual cues, whereas those with a growth mindset respond more to affective and behavioural engagement. These findings highlight mindsets as a boundary condition in the DBE-ERB relationship. The study advances sustainable tourism literature by (1) positioning DBE as a precursor to the VBN model, (2) introducing mindsets as new moderating factors, and (3) extending sustainability research into a collectivist, developing-country context. The results offer important implications for destination managers, suggesting that tailoring experiential design to differing tourist mindsets can enhance sustainability outcomes.