NTENTION TO BE A GREEN TOURIST IN MACHU PICCHU BASED ON SOCIAL IDENTITY THEORY AND VALUE-BELIEF-NORM MODEL

This study investigates how environmental concern and environmental attitude influence visitors' intention to adopt green behaviors at Machu Picchu, focusing on the mediating roles of green identity, environmental commitment, and personal norms. Grounded in Social Identity Theory (SIT) and the Value-Belief-Norm (VBN) theoretical model, the research establishes an integrated framework to examine pro-environmental decision-making in an ecologically and culturally vulnerable destination. Empirical data were collected through a structured online survey administered to tourists, and the proposed structural relationships were tested using multivariate structural equation modeling techniques. The results demonstrate that environmental concern has a significant, positive effect on both environmental commitment (0.616) and personal norms (0.672). Subsequently, environmental commitment (0.472) and personal norms (0.325) emerge as significant direct drivers of tourists' intention to engage in green tourism practices during their visit. Environmental attitude also exerts a direct, significant positive effect on green tourist intention (0.133), confirming that cognitive evaluations operate alongside moral and identity-based motivators. By situating this empirical inquiry within an iconic, globally recognized sanctuary that balances intense visitor flows with strict ecological protection, the study provides valuable insights into how internalized norms and self-identification shape responsible travel choices in fragile environments. Rather than relying solely on generic informational campaigns, the empirical findings highlight that park managers, tourism operators, and local conservation authorities must actively cultivate visitors' ecological identity and appeal to their personal ethical standards. Implementing targeted digital communication strategies and pre-trip educational initiatives that activate these normative beliefs offers a practical strategy to curb negative human impacts while safeguarding vulnerable cultural and natural heritage destinations worldwide.