A complexity theory in geotourism: traveler environmentally sustainable behaviors in global geoparks

The importance of environmentally sustainable behavioral intentions (ESBI) in tourism is widely acknowledged, yet its role in geotourism is uncertain. Based on norm activation theory, behavioral reasoning theory, and complexity theory, this study used structural equation modeling and fuzzy set qualitative comparative analysis (fsQCA) to analyze data from 455 tourists at global geoparks in China. Results indicated that responsibility ascription, attitude, values, and place attachment influence ESBI. fsQCA identified four configuration combinations, confirming complexity theory principles. This paper addressed gaps in the literature and provided practical implications for geoparks.