Fostering responsible travel behavior at natural heritage destinations through the lens of destination social responsibility and value-belief-norm theory

Woojin Lee, Myung Ja Kim, Yunseon Choe, Namhyun Kim, School of Community Resources and Development, Arizona State University, School of Business, Sejong University, Republic of Korea, Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket Campus, Faculty of Hospitality and Tourism Management, Macau University of Science and Technology , Department of Tourism, Hanyang University, Republic of Korea, College of Hotel , Tourism Management, Kyung Hee University, Republic of Korea, The Hainan University-Arizona State University Joint International College, Arizona State University, Department of Hotel and Tourism Management, Dongguk University-WISE, Republic of Korea

Tourism and Hospitality Research

Published online on November 18, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
This research aims to extend the value-belief-norm theory to understand the responsible travel behavioral intention of tourists at natural heritage destinations, focusing on the relationships among environmental sustainability value, destination social ...