Eco-Tourism Attitudes as Drivers of Environmentally Sustainable Tourism Development: A Mediation Study

Abstract

This study aims to analyze the relationship between tourism involvement and attitudes toward eco-tourism and identify how these attitudes influence sustainable practices in Rajasthan's tourism sector. A comprehensive model is developed and tested using primary data collected from eco-tourists, local communities, and tourism stakeholders. The study employs a mix of stratified random sampling and purposive sampling to ensure representative data. Structural equation modelling (SEM) was utilized to validate the proposed hypotheses and analyze the relationships among key variables. The results reveal that eco-tourism attitudes directly and significantly impact sustainable tourism development. Tourism involvement partially mediates the relationship between eco-tourism attitudes and sustainable tourism development, amplifying its influence. By focusing on Rajasthan’s unique eco-tourism landscape, this study provides valuable insights into sustainability dynamics in tourism. The findings highlight the importance of fostering eco-tourism attitudes and directly supporting sustainable practices while encouraging active tourism involvement to achieve long-term sustainable tourism development. The research offers practical recommendations for policymakers, tourism planners, and local communities seeking to integrate sustainability into their tourism strategies.