Exploring the Path to Tourist Well-Being: Analysis of Voluntary Simplicity Tourism Engagement

Abstract

This research investigates the psychological drivers of voluntary simplicity tourism and its implications for tourist well-being. Study 1 employs the Values–Identity–Personal Norms theory to examine how personal values influence self-identity, shaping habitual engagement in voluntary simplicity tourism and its well-being outcomes. Structural Equation Modeling with survey data from mindful travelers confirms that biospheric values strongly influence self-identity, ultimately enhancing well-being. Studies 2 and 3 extend these findings through experimental designs. Study 2 assesses how well-being appeals interact with travel goals and biospheric values, while Study 3 examines the role of emotions (pride-vs.-guilt). Results show that non-monetary well-being appeals significantly increase tourism intentions among travelers with low goal orientation and high biospheric values. Pride-based appeals are also more effective than guilt in promoting voluntary simplicity tourism. These insights inform policymakers and managers in designing tourism campaigns that align with travelers' psychological motivations and environmental consciousness, fostering mindful travel choices and enhanced well-being.