"Environmentally Responsible Behavior of Tourists: Exploring the Role of Perception and Attitudes toward Green Tourism"

The tourism sector is a vital component of the global economy as it creates employment

opportunities, economic growth, and preserves cultural heritage. In Bangladesh, the tourist sector

is essential for generating jobs, improving the country's economy, and preserving its cultural

heritage in the eyes of the world. In light of the growing trend of sustainable tourism worldwide,

it is crucial for the tourism industry to comprehend the attitudes, behaviors, and perceptions of

travelers on green tourism. This research explores the connection between green tourism perception and environmentally responsible tourism behavior, with a mediating role played by attitudes towards green tourism. The study draws on the Value-Belief-Norm (VBN) theory and the Theory of Planned Behavior (TPB) to explain the relationship between knowledge, attitudes, and environmentally friendly actions. Data from 201 tourists across various districts in Bangladesh were collected via structured

questionnaires. The data was analyzed using SPSS and PLS-SEM to ensure the reliability of survey

items, convergent validity, and discriminant validity of constructs. Hypotheses were tested through

path coefficients. The findings reveal that the perception of green tourism positively and significantly influences environmentally responsible tourism behavior. Furthermore, attitudes toward green tourism plays a mediating role in enhancing environmentally responsible tourism behavior.

This study contributes to the existing literature and offers valuable insights for tourism sector

stakeholders, particularly those who are in the position of leadership and decision-making

positions. It presents the importance of promoting green tourism practices and aligning attitudes

with responsible environmental behavior to foster sustainable tourism development in Bangladesh.

• Supervision