Abstract
ABSTRACT The study employs the Stimulus-Organism-Response (SOR) framework to analyze the relationship between stimulus (independents), organism (willingness to pay), and response (sustainable behaviour) in the context of tourism. This study used a longitudinal approach and collected data from 436 tourists between February 2021 and May 2021, followed by another survey between January 2022 and March 2022. The findings showed meaningful insights for tourism service providers and the psychological importance of various factors at different stages of tourist activities and contributed to the mainstream literature on eco-tourism. It presents a novel, longitudinally-based theoretical model using SOR framework.
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