doi.org
Understanding Pro-Environmental Tourist Behavior in River-Based Ecotourism in the Mekong Delta, Vietnam
Tourism development in natural tourism destinations often creates environmental pressures, particularly in sensitive ecosystems such as the Mekong Delta of Vietnam. This study examines pro-environmental Tourist Behavior in ecotourism and river destinations in the Mekong Delta, Vietnam. Drawing on an integrated theoretical framework combining the Stimulus–Organism–Response model and Norm Activation Theory, the research explores how environmental stimuli at destinations influence tourists’ psychological processes and behavioral responses. A qualitative approach was employed using semi-structured interviews with 28 tourism employees—including tour guides, attraction staff, and boat operators—and field observations at key tourism sites in Can Tho City. The findings reveal that destination-based environmental stimuli, such as signage, waste-management infrastructure, regulations, and direct communication from tourism employees, play a critical role in shaping tourists’ awareness of environmental consequences and their sense of responsibility. While many tourists demonstrate pro-environmental behavior practices—such as proper waste disposal, reducing plastic use, and respecting natural landscapes—environmentally harmful behaviors still occur. By integrating Stimulus–Organism–Response model and Norm Activation Theory with qualitative evidence from frontline tourism staff, the study provides new insights into behavioral mechanisms and offers practical implications for promoting sustainable tourism in river-based ecotourism destinations.
