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ABSTRACT This study investigates the relationships between environmental awareness, travel motivations, tourism knowledge, and intentions to choose sustainable destinations. Using a survey of 495 participants and Partial Least Squares Structural Equation Modeling (PLS‐SEM), we examine how financial constraints and moral reflectiveness moderate these relationships. Our findings indicate a strong positive correlation between environmental values and support for sustainable tourism. Travel motivations, knowledge about sustainable tourism, and a positive environmental attitude all significantly contribute to a tourist's intention to travel sustainably. Interestingly, gender moderates the influence of travel motivations on environmental values, while moral reflection moderates the link between environmental values and the intention to support sustainable tourism. Financial constraints did not have a significant moderating effect. Our study provides valuable insights for stakeholders in the tourism industry, highlighting the importance of aligning strategies with tourist motivations and emphasizing environmental benefits to encourage responsible travel practices.
Laachach et al. (Sun,) studied this question.