Systemic Pathways to Post‐Trip Sustainable Micro‐Advocacy: Digital Feedback, Health Perceptions and Tourist Experience Quality

This study examines how perceived health vulnerability shapes tourists' micro‐advocacy behaviours after travel by integrating the health belief model (HBM) with the theory of planned behaviour (TPB). It investigates the influence of sustainable experience quality and digital eco‐feedback exposure on post‐trip sustainable micro‐advocacy and examines the moderating role of perceived health vulnerability. A quantitative survey approach was employed, utilizing partial least squares structural equation modelling (PLS‐SEM) and fuzzy‐set qualitative comparative analysis (fsQCA) on 306 valid samples. Results demonstrate that sustainable experience quality, digital eco‐feedback exposure and perceived health vulnerability significantly affect tourists' post‐trip sustainable micro‐advocacy. Although PLS‐SEM did not support health vulnerability as a significant moderator, fsQCA revealed that it plays a crucial contingent role in specific causal configurations leading to micro‐advocacy. Based on this, tourism providers can enhance post‐trip sustainable advocacy by improving sustainable experience quality, providing digital eco‐feedback and considering tourists' health perceptions to design targeted, effective interventions. This research integrates TPB and HBM to provide a novel understanding of how health perceptions and digital interventions jointly drive post‐trip sustainable behaviours, addressing gaps in sustainable tourism literature.