摘要：The tourism sector has developed over the years as one of the main contributors to the nation’s
socio-economy. However, tourism has also said to be the cause of the depletion of the natural environment
especially the marine ecosystem due to the irresponsible behavior of tourists. There is a
growing interest in understanding the impact of tourism towards the sustainability of a particular
ecotourism destination, thus this study aims to examine the drivers of tourists’ intention to behave
in an environmentally responsible manner specifically in marine parks. This study utilizes the responsible
environmental behavior model with the addition of consumption values theory and destination
image in hope to provide a more comprehensive explanation. A researcher-administered
face-to-face survey was conducted among 103 tourists and analysed using partial least squares
technique. The results empirically revealed that environmental knowledge and destination image
significantly influenced the tourists’ intention to behave in an environmentally responsible manner.
Thus, in fostering a more responsible behavior among tourists, more emphasis can be placed on
enhancing their knowledge while capitalizing on the destination’s image.
