An exploration of perceived ecotourism design affordance and destination social responsibility linkages to tourists’ pro-environmental behaviour and destination loyalty

ABSTRACT This study investigates the effects of perceived ecotourism design affordance and destination social responsibility on tourists’ pro-environmental behaviour and destination loyalty. It aims to shed light on the intrinsic and extrinsic factors that shape sustainable tourist behaviour. Three hundred and fourteen responses were collected quantitatively through an online survey. The research hypotheses were analysed using the Partial-least Square-Structural Equation Modelling (PLS-SEM). The path analysis revealed that perceived ecotourism design affordance significantly enhances tourist pro-environmental behaviour and destination loyalty. A similar dynamic also can be reported in the context of affordance and destination social responsibility. Surprisingly, tourist pro-environmental behaviour does not affect tourist destination loyalty. Results highlighted the need for tourism policymakers and industry players to develop ecotourism products and services that allow tourists to adapt their behaviour towards a sustainable direction.