ENVIRONMENTALLY RESPONSIBLE TOURISM BEHAVIOR OF DOMESTIC TOURISTS IN DA NANG CITY

Abstract

This study examines the impact of tourism perceptions and experiences on environmental responsibility awareness and behavior among domestic tourists in Da Nang city, Vietnam. Data were collected from 237 domestic tourists through an online survey. PLS-SEM analysis results show that perceived negative impacts of tourism on the environment and memorable tourism experiences related to the environment have significant positive impacts on social responsibility awareness toward the environment, which in turn positively influences environmentally responsible behavior. Additionally, memorable tourism experiences related to the environment also have a positive effect on domestic tourists' environmentally responsible behavior. The findings shed light on the mechanism through which perceptions and experiences influence domestic tourists' awareness of responsibility and behavior. Practical implications are discussed for destination managers and tourism businesses in developing strategies to raise awareness, create experiences, and promote environmentally friendly tourist behavior, contributing to the sustainable development of tourism in Da Nang and Vietnam.