This study aims to examine environmentally responsible behavior through experience quality, perceived value, and tourist satisfaction while explaining responsible behavior of tourists towards the environment in the natural sites of Madhya Pradesh, India. The theoretical framework proposed is based on literature. Structural equation modeling (SEM) was employed using partial least squares (PLS) 3.0 software to test the model fit and hypotheses. The data was collected using random sampling from 131 tourists at these natural sites who participated in the survey through a questionnaire. The analysis showed a good fit for the environmentally responsible behavior study model. The results suggested that experience quality and perceived value are significantly associated with tourist satisfaction, and experience quality significantly impacts the perceived value. Furthermore, environmentally responsible behavior depends on the satisfaction of the tourists. India is too large to include all areas, and this study was limited to only four natural sites situated in the Indian state of Madhya Pradesh. The results thus cannot be generalized. Responsible environmental behavior can be promoted through tourist satisfaction with the natural sites. Those people responsible for marketing the natural sites must learn and adopt strategies that effectively help them communicate different dimensions of experience quality and perceived value to the tourists.
nature tourism, eco-tourism, quantitative research, nature image, destination attraction, India
Anil Kumar: https://orcid.org/0000-0001-9057-6043
Suman Lata: https://orcid.org/0000-0002-9862-0739
Kumar, A., & Lata, S. (2022). Measuring environmental responsible behavior through experience quality, perceived value, and tourist satisfaction from the perspectives of tourists in natural sites. Journal of Global Business Insights, 7(2), 166-183. https://www.doi.org/10.5038/2640-6418.104.22.1686
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