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August 22, 2026Journal of Ecotourism

Experience, appraisal, and sustainable action: why memorable tourism experiences activate green consumption and pro-environmental behavior differently

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Authors

VHVuong Le HongHNHanh Thi Van NguyenKCKhang Le CHUNG

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Overview

Survey study uncovers distinct pathways linking memorable tourism experiences to green consumption versus pro-environmental actions in tourists, highlighting differences in behavioral motivation.

Key Points

  • To examine how memorable tourism experiences translate into green consumption and pro-environmental behavior through cognitive and affective appraisal pathways.
  • Surveyed tourists (N=387) across five eco-certified island destinations in Vietnam.
  • Evaluated destination attractiveness as a cognitive appraisal outcome and positive emotions as an affective appraisal outcome using partial least squares structural equation modeling (PLS-SEM).
  • Memorable tourism experiences directly associated with green consumption, with destination attractiveness and positive emotions acting as partial mediators.
  • Memorable tourism experiences showed no direct association with pro-environmental behavior; instead, the relationship was fully mediated by destination attractiveness and positive emotions.

Cite This Study

Hong et al. (2026) studied this question.

synapsesocial.com/papers/6a895ec3ca7ade938187cf18https://doi.org/10.1080/14724049.2026.2720736
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Also Consider

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  1. 1Nudging Eco-Tourism Behaviour Through Tourist Experience Satisfaction: Examining the Mediating and Moderating Mechanisms of Destination Bonds and Ecocentrism2025 · 3 citations
  2. 2Experience‐Driven and Value‐Driven Mechanisms Shaping Pro‐Environmental Tourism Preferences in Island Destinations Under Climate Change2026
  3. 3From Intention to Action: Modeling Post-Visit Responsible Behavior in Ecotourism2025 · 3 citations
  4. 4Cognitive-attitudinal and identity-based mechanisms in ecotourism: predicting environmentally responsible behavior2025
  5. 5Perceived service quality and tourist’ pro-environmental behavior: The mediating role of destination psychological ownership and the moderating role of self-improvement motivation2026