Travelers’ Responsible Environmental Behavior towards Sustainable Coastal Tourism: An Empirical Investigation on Social Media User-Generated Content

There has been increasing interest in coastal tourism, sparking a debate on the responsible environmental behavior of travelers visiting sustainable destinations. To mitigate this issue, destination marketing organizations (DMOs) and environmental activists are trying to develop strategic approaches (i.e., by using digital technologies) to enhance the sustainable behavior of travelers. Environmental responsiveness and its impact on sustainable destinations is gaining attention by companies, scholars, and institutions. However, the relevant literature has not addressed social media user-generated content regarding sustainable destinations. Sharing stakeholder knowledge, activities, and experience on social media could accomplish this goal. Hence, this paper aims to explore travelers′ responsible environmental behavior towards coastal tourism within the social media user-generated content paradigm. To measure the effect of user-generated content…