From Intention to Action: Modeling Post-Visit Responsible Behavior in Ecotourism

The promise of sustainability of ecotourism relies on comprehending the psychological mechanism that converts experience into post-visit environmental concern. This research formulates and examines a model that connects three antecedents—Perceived Trip Quality (PTQ), Aesthetic/Spiritual Experience (ASE), and Environmental Concern (EC)—with Responsible Post-Visit Behavior (RPB) through two mediators: Tourist Satisfaction (SAT) and Personal Norms (PN). Structural equation modeling based on a quantitative, cross-sectional design examined survey responses from 585 Greek ecotourists. All three precursors meaningfully predicted RPB, directly and indirectly through SAT and PN, with partial mediation on all but the direct pathway. Mediation effects also named PN a stronger channel than SAT, particularly in converting affective and moral involvement into stable intentions. Multi-group tests for gender, age, education, environmental orientation, and previous ecotourism experience revealed significant differences; younger, inexperienced, and high-orientation tourists were more sensitive to normative and affective mechanisms. The research develops environmental and tourism psychology by combining value-based and experience-based routes to post-visit action. Practical recommendations are made to policymakers, educators, and operators to develop transformational, norm-activating experiences.