2025 Volume 13 Issue 2 Pages 41-56
Sustainable tourism has significantly contributed to the transformation of Malaysia’s island tourism landscape. The focus on environmental sustainability has emerged as a substantial concern, driven by its role in improving and enhancing tourist experiences and foster green tourism. Small islands are especially susceptible to environmental challenges due to their inherent vulnerability and limited resources in contrast to mainland areas. Nevertheless, numerous tourists are drawn to these remote and environmentally fragile havens. Hence, the primary goal of this study is to evaluate tourist’s behaviour and their level of acceptance towards environmentally sustainable tourism. The research involves a quantitative approach, encompassing a sample size of 398 tourists from four islands: Redang, Perhentian, Tioman, and Tinggi. The findings have culminated in the development of an environmental sustainability model, meticulously examined through the advanced PLS-SEM analysis technique. This study has successfully identified numerous factors that influence tourists to adopt eco-friendly behaviours include awareness, knowledge, and facility. This comprehensive study has effectively discerned a multitude of critical factors contributing to the promotion of environmentally sustainable tourism, with a particular focus on eco-friendly tourists. These influencing elements drive tourists towards the adoption of eco-friendly behaviours, encompassing heightened awareness, extensive knowledge, and accessible eco-friendly facilities. The insights garnered from this research shed light on the intricate interplay of these factors in fostering a sustainable and eco-conscious approach to tourism. It seamlessly aligns with the Sustainable Development Goals (SDGs), reinforcing its commitment to fostering responsible and sustainable tourism practices. This study contributes to the global agenda by promoting environmentally conscious eco-friendly tourists. The results of this study will yield substantial benefits for tourists and organisations directly or indirectly involved in the tourism sectors.
