Exploring Tourists’ Responsible Behavior: Evidence from Thailand

The study aims to measure tourists’ responsible behavior, and to develop a structural equation model of responsible tourist behavior among Thai tourists. A questionnaire survey was conducted using an online questionnaire. A total of 503 Thai domestic tourists who practiced responsible behavior participated in the study. The data were analyzed through structural equation modeling with a two-stage approach. The results of the analysis revealed a good fit with the empirical data (CMIN/DF = 2.62, RMSEA = 0.06, CFI = 0.94, TLI = 0.92). Moreover, the findings highlight two underlying factors which emerged for responsible behavior, namely impact consideration and local connections. The establishment of an extended Theory of Planned Behavior (TPB) model with two additional predictors including environmental and social concern, and pro-environmental behavior in everyday life, explains the formation of tourists’ responsible behavior. Destination managers and marketers can encourage tourists’ responsible behavior by implementing meaningful experiences with various low-impact tourism activities. Relevant government agencies and policy makers can promote responsible campaigns and events to enhance responsible behavior.