Exploring Factors Influencing Tourists' Environmentally Responsible Behavior for Snorkeling Tourism, Thailand

Abstract

Snorkeling is one of the leading causes of marine environmental degradation in coastal destinations around the world, and tourists' irresponsible behavior is a major contributor. The development of environmentally responsible behavior among tourists has thus become critical in preventing and mitigating marine and coastal natural resource problems. Using the extended theory of planned behavior (TPB), this study aims to explore factors influencing tourists' environmentally responsible behavior. The study was conducted from June 1 to December 30, 2022, with 520 participants in Mu Koh Lanta and Hat Chao Mai Marine National Parks, Thailand. Self-administered questionnaires were used to collect the data. The collected data were analyzed by using SEM. The empirical findings show that extended TPB with sociopsychological components (such as environmental concern, environmental attitude, subjective norm, environmentally responsible behavioral intentions) and socioenvironmental factors (environmental knowledge) can explain tourists' environmentally responsible behavior.