Tourists’ Intention of Undertaking Environmentally Responsible Behavior in National Forest Trails: A Comparative Study

The Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) are often employed to examine behavioral intention, but perspective attribute differences these two models have been largely neglected. This study applies TPB NAM analyze compare intention trail tourists undertake environmentally responsible behavior (ERB), which may directly affect sustainability system surrounding areas. A survey research approach was employed, 452 responses were collected from in three national forest trails China. Beginners experienced also categorized for comparison purposes. Structural equation modeling utilized data analysis. results demonstrate that model model, represent rationality morality respectively, both suitable explaining ERB. Comparatively, model’s shows applicability beginner tourists’ undertaking ERB, whereas only tourists. provides insights into better understanding promotion recommendations ERB trails.