Abstract
ABSTRACT As India and Indonesia are becoming two sources for international travellers from emerging markets, understanding their eco-friendly behaviour is crucial to developing sustainable tourism. This study investigates the determining roles of nature relatedness, happiness, and willingness to sacrifice for the environment on eco-friendly tourist behaviour. Four hundred and four respondents from India and Indonesia took part in the survey. The results of the study of both Indian and Indonesian respondents consistently indicate how nature relatedness influences eco-friendly tourist behaviour directly and indirectly through their willingness to sacrifice for the environment. However, this study did not find that happiness mediates the influence of nature relatedness on eco-friendly tourist behaviour.
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