Nudging Eco-Tourism Behaviour Through Tourist Experience Satisfaction: Examining the Mediating and Moderating Mechanisms of Destination Bonds and Ecocentrism

The rapid expansion of the tourism sector has raised concerns about how to provide satisfaction to visitors while preserving the environment, especially at tourism destinations that are trying to be sustainable. This study, based on Value-Belief-Norm (VBN) and Place attachment theory, investigates how tourism experience satisfaction predicts eco-tourism behaviour through destination bond while moderating the relationship between tourism experience satisfaction and eco-tourism behaviour via ecocentrism. A stratified random sampling technique was employed to capture a diverse representation of tourists visiting eco-heritage destinations. A total of 420 valid responses were retained after thorough screening for completeness and reliability. The final dataset was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate both the measurement and structural relationships in the proposed model. The findings indicate that tourism experience satisfaction creates significant destination bonds, which lead to eco-tourism behaviour. Both destination attachment and dependence contribute significantly to eco-tourism behaviour, indicating they both play a mediation role. Furthermore, ecocentrism positively moderates the relationship between satisfaction and eco-behaviour, demonstrating that tourists with stronger ecological value orientations are more likely to translate satisfaction into responsible environmental action. Theoretically, the study contributes to the VBN and place attachment theory by acknowledging the role of attachment and dependence as important belief processes enabling the interacting of experiential fulfilment to moral engagement, and by finding ecocentrism to be a dynamic moderator. To the policy makers, destination managers and community stakeholders, the findings provide a behavioural model of enabling the process of stewardship using experiential design based on values and participative-based conservation initiatives.