International Tourists’ Sensory and Emotional Perceptions of Island Marine Environments: A Stimulus–Organism–Response Perspective

Island tourism destinations are increasingly required to balance experiential quality with environmental sustainability, particularly in fragile marine settings. Guided by the Stimulus–Organism–Response (S–O–R) framework, this study examines how international tourists perceive island marine environments, how these perceptions shape emotional responses, and how such emotions influence behavioral intentions in an island tourism context. Qualitative data were collected through semi-structured interviews with 16 international visitors to a tropical island destination in Vietnam and analyzed using thematic analysis. The findings indicate that island-specific environmental stimuli—including clear seawater, healthy coral reefs, starfish habitats, fresh air, and tranquil coastal landscapes—play a critical role in evoking positive emotions such as relaxation, enjoyment, and emotional connection to nature. These affective responses subsequently encourage pro-environmental behavioral intentions, such as destination recommendation, environmentally responsible conduct, and support for conservation-oriented management. However, the results also reveal tourists’ concerns about environmentally harmful practices, particularly the handling of starfish for photography, highlighting the vulnerability of island marine ecosystems. This study contributes to island tourism literature by extending the S–O–R framework to a qualitative marine setting and provides practical implications for sustainable island destination management.