What encourages pro-environmental behavior by tourists? Insights from the protection motivation theory

The significance of the natural environment for the tourism sector is undeniable, as tourist behavior can positively and negatively impact environmental quality. Thus, acquiring scientific insights into the drivers of tourist pro-environmental behavior (PEB) is essential for fostering sustainable tourism destinations. Drawing upon the protection motivation theory (PMT), this study investigates PEB-related variables among domestic travelers in Uzbekistan. Statistical analyses were conducted using SPSS 26. A descriptive analysis of the findings reveals high agreement among tourists concerning PEB items. Multiple ordinary least squares linear regression analysis indicates that perceived severity (β = 0.304, p < 0.001) exhibits the strongest positive correlation with PEB, followed by self-efficacy (β = 0.279, p < 0.001) while controlling for demographic and socioeconomic characteristics. Furthermore, urban residence (β = 0.104, p < 0.05) and female gender (β = 0.180, p < 0.01) are positively associated with PEB among respondents. This study emphasizes the utility of PMT in comprehending strategies to enhance PEB from the perspective of domestic tourists. The implications for sustainable tourism destination management and promoting environmentally responsible tourist behavior are discussed.