Sustainable intelligence, destination social responsibility, and pro-environmental behaviour of visitors: Evidence from an eco-tourism site

This empirical research contributes to the current knowledge of sustainable destination management by applying nudge and value belief norm theories. The objective of this study is to investigate the effects of sustainable intelligence, destination social responsibility (DSR), biospheric value, and visit experience on pro-environmental behaviour in the eco-tourism site of Upo Wetland, South Korea. This study also compares pro-environmental behaviour across two DSR segments (high and low DSR clusters). Results reveal that sustainable intelligence, biospheric value, DSR, and visit experience at ecotourism sites significantly influence pro-environmental behaviour. Sustainable intelligence exerts the highest effect on pro-environmental behaviour among the variables. The impact of the high DSR group on pro-environmental behaviour is stronger than that on the low DSR group. Thus, managers of ecotourism sites should engage in the high DSR group that does care about sustainable intelligence and biospheric value in environmentally friendly activities.