How do social learning and emotional solidarity shape pro-sustainable tourist behaviours? A social learning approach

Although individuals learn behaviours through observation, research on tourists’ cognitive developmental processing of the relationship they have with residents remains limited. This study investigates the antecedents of tourists’ pro-sustainable behaviour within a social learning framework. Survey data from visitors in Fiji (n = 407) show that social learning fosters feelings of solidarity with hosts and drives pro-sustainable behaviour. Novelty seeking moderates behavioural pathways, with uneven effects across learning dimensions. These findings clarify how social interactions shape emotional solidarity and pro-sustainable tourist behaviour.