The purpose of this study is to analyze environmentally responsible tourist behavior in a socially responsible destination. Specifically, this study explores the relationship between destination social responsibility and environmentally responsible behavior (ERB) using the stimulus–organism–response model as a theoretical framework.
The research sample is composed of Spanish tourists over 18 years of age who have visited one of the selected urban tourist destinations: Malaga, Barcelona, Madrid, Palma de Mallorca and Bilbao; therefore, all participants confirmed having visited one or more of the above destinations and coming from a different place, thus confirming that in no case were they residents. Data collection used a non-probabilistic sampling method with quotas reflecting the demographic makeup of the Spanish population. Information was gathered in July 2023 through an online survey using a structured questionnaire. Before the main study, a pilot investigation ensured the reliability and clarity of the measurement scales.
It is concluded that the proposed behavior model is satisfactory and allows for explaining the ERB of tourists, whose main determinants are place attachment, perception of the destination’s social responsibility, environmental concern and perceived effectiveness.
The main contribution expected from this study is the proposal of a conceptual model, in the environment of socially responsible destinations, that allows for the completion of the proposals made in the specific literature on ERB in the context of urban tourism.
