Sustainable Lifestyle of Tourism Management Based on Stimulus–Organism–Response

This study aims to analyse the influence of sustainability knowledge on sustainable lifestyles with attitudes toward sustainability as a mediating variable, within the framework of Stimulus–Organism–Response (SOR). The study respondents were 311 tourism managers in Yogyakarta with various destinations who were selected using non-probability sampling techniques due to limited population access and the specific needs of subjects relevant to sustainability issues. The data analysis uses Structural Equation Modelling–Partial Least Squares (SEM-PLS) with Smart PLS. The results of the study show that sustainability knowledge directly affects sustainable lifestyles; in addition, attitudes towards sustainability partially mediate the influence of sustainability knowledge on sustainable lifestyles. Sustainability knowledge is seen as an external stimulus that influences positive attitudes towards sustainability, which then drives a response in the form of adopting a sustainable lifestyle. Although knowledge is often assumed to directly influence behaviour, theoretical and empirical findings suggest that attitudes play an important role as mediators that bridge knowledge with real behaviour. Other results show that sustainable awareness does not directly affect a sustainable lifestyle. Attitude toward sustainability plays a mediating role in the influence of sustainable awareness on sustainable lifestyles. Individuals or tourism managers who have a deep awareness of environmental, social, and economic issues tend to internalise sustainability values, form positive attitudes, and ultimately adopt sustainable lifestyles. This research is expected to make a theoretical contribution by strengthening the application of the SOR framework in sustainable tourism, as well as a practical contribution through educational programme recommendations that emphasise the importance of forming positive attitudes in behaviour transformation.