Tourists’ green tourism practices: the influence of spiritual beliefs and destination respect – an exploratory study

Abstract

Understanding the factors that motivate tourists to embrace green tourism practices is essential for developing sustainable development, particularly in the context of developing mass tourism. This study develops a framework by integrating the Theory of Planned Behavior and the Norm Activation Model to explore the impact of spiritual beliefs and destination respect on green tourism practices. The study employs a qualitative approach by combining ethnographic fieldwork, participant observation, and semi-structured in-depth interviews with stakeholders. Con Dao, Vietnam, was chosen as a case study because of its relevance to the research problem. The results indicate that a profound sense of spiritual belief and destination respect plays a crucial role in influencing tourists’ green tourism behaviors. Tourists who view the destination as rich in cultural, ecological, and spiritual significance are more likely to participate in eco-friendly behaviors proactively. Moreover, although personal norms are significant, tourists should be given practical opportunities and supportive external conditions to embrace actual green behaviors. The findings of the study have resulted in some managerial implications to advance tourists’ awareness of the historical, cultural, spiritual, and ecological values of the destination. Furthermore, the theoretical contribution of the research implies the necessity of keeping two fresh elements under consideration and developing current theories to examine green tourism behavior.