Sustainable pathways: understanding the interplay of environmental behavior, personal values, and tourist outcomes in farm tourism

Abstract

The burgeoning growth of farm tourism necessitates a comprehensive exploration of the intricate relationships between environmental behavior, personal values, and visitor outcomes, emphasizing the imperative for sustainable practices and stewardship within these settings. The current study seeks to develop an integrative model to understand how power conservation and eco-logically aware behavior influence visitors’ ecological vision, sense of responsibility, well-being, and attachment outcomes, encompassing both place and product. Employing a structured questionnaire, data were gathered from farm tourists in Al-Hasa, Saudi Arabia, and the structural model was analyzed using regression and mediation analyses to unravel the complex interactions among key variables. Results revealed that power conservation practices significantly contribute to visitors’ sense of responsibility for environmental protection, while ecologically aware behavior predicts a profound ecological vision. However, the structural equation model did not reveal significant mediation effects on well-being. The findings suggest the importance of targeted energy-saving initiatives and experiential activities to enhance ecological awareness. Integrating well-being considerations into sustainability programs and adopting transparent communication strategies can enrich the overall visitor experience, fostering a sustainable and fulfilling form of tourism.