2025 年 13 巻 2 号 p. 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.
Tourism, a thriving global industry, has undergone major changes in recent years due to growing awareness of environmental challenges. Travelers, once focused on relaxation and exploration, now seek experiences aligned with their values as conscious consumers. Understanding tourist behavior and their acceptance of sustainable tourism practices is crucial in this era of environmental awareness. This insight is vital not only for the tourism industry but also for preserving natural and cultural resources (Linnes, Agrusa et al., 2022). Tourist behavior is shaped by factors like environmental awareness, destination perceptions, engagement, attitudes, social norms, behavioral control, and altruism (Cao, Qiu et al., 2022; Jiang, Gao et al., 2022). Sharmin, Sultan et al. (2020) emphasized that the success of sustainable tourism depends on tourists' willingness to adopt eco-friendly behavior. Evaluating this behavior can help improve sustainable tourism policies and encourage responsible practices (Ibnou-Laaroussi, Rjoub et al., 2020). Eco-friendly tourists, also called responsible travelers, prioritize environmental and social considerations in their journeys (Kim, Wang et al., 2023). Their choices aim to reduce their ecological footprint and positively impact destinations. This shift moves away from mass tourism, which often harms the environment and dilutes cultural identity.
Sustainable tourism has notably transformed Malaysia's island tourism (Nair and Thomas, 2013). Known for their natural beauty, diverse ecosystems, and rich culture, Malaysia's islands have faced challenges from rapid tourism growth. In response, the country adopted sustainable tourism to balance economic development and environmental conservation. This includes building eco-friendly infrastructure, such as resorts using solar power and waste recycling, which reduces environmental harm while enhancing visitor experiences (Mohd Salleh and Musa, 2019). By promoting responsible development, involving local communities, and protecting natural assets, Malaysia serves as a model for balancing tourism growth and environmental protection (Ng, Chia et al., 2017). This article explores sustainable tourism strategies in Malaysia’s islands and their potential applications to other coastal regions with similar challenges.
While numerous studies have explored the relationship between tourism and sustainability, there remains a lack of clarity regarding the behavioral dynamics that influence tourists’ acceptance of environmentally sustainable practices. Research often highlights the importance of factors like environmental awareness and social norms, but the interplay of these elements with attitudes, perceived behavioral control, and altruism remains underexplored (Cao, Qiu et al., 2022; Jiang, Gao et al., 2022). Furthermore, the context-specific insights necessary for effective policymaking are limited, as much of the current research fails to account for regional variations. For instance, Malaysia’s island tourism, which exemplifies the integration of environmental conservation with economic development, has not been sufficiently examined in global discourse (Nair and Thomas, 2013).
Another limitation lies in the fragmented evaluation of sustainable tourism policies. Existing studies often prioritize implementation details over measurable impacts, making it difficult to determine which strategies succeed in fostering environmentally responsible behavior among tourists (Ibnou-Laaroussi, Rjoub et al., 2020). This gap leaves policymakers and stakeholders without clear guidance on optimizing sustainable tourism initiatives for maximum effectiveness.
This research seeks to address these gaps by analyzing how various factors shape tourist behavior and influence their willingness to adopt sustainable practices. Specifically, it will explore how environmental awareness, cultural and social norms, and perceptions of destinations affect tourists' decisions to engage in eco-friendly activities. Sharmin, Sultan et al. (2020) emphasize that the success of sustainable tourism hinges on tourists’ willingness to adopt environmentally responsible behavior, making this focus crucial.
The study will also investigate Malaysia’s approach to sustainable tourism, particularly in its island destinations. Over the years, Malaysia has shifted from unsustainable large-scale developments to eco-friendly accommodations that employ green technologies such as solar power and waste recycling systems (Mohd Salleh and Musa, 2019). These efforts have been complemented by active engagement with local communities to preserve cultural heritage and protect fragile ecosystems. This study will assess the effectiveness of these strategies, drawing on insights from previous evaluations to identify areas for improvement (Ng, Chia et al., 2017). Using Malaysia’s model as a foundation, the research aims to develop a framework that can inform sustainable tourism practices globally. This framework will outline practical strategies for promoting eco-friendly infrastructure, enhancing community participation, and encouraging tourists to adopt environmentally responsible behaviors. By doing so, it will provide a blueprint for other regions facing similar challenges, enabling them to balance tourism growth with environmental protection. The goal is to deepen our understanding of tourist behavior in the context of sustainability and offer actionable recommendations for improving tourism policies. This research will contribute to preserving natural and cultural assets while promoting sustainable development within the tourism industry.
Eco-friendly tourists, also known as responsible or sustainable travelers, are increasingly gaining recognition as a vital force in shaping the future of the tourism industry. This review synthesizes research from various disciplines to provide a holistic understanding of the characteristics, motivations, behaviors, and impacts of eco-friendly tourists. It also delves into the role of eco-friendly tourism in environmental conservation, community development, and the broader context of sustainable tourism. The review concludes with future research directions and implications for tourism stakeholders and policymakers. The concept of eco-friendly tourism, characterized by a commitment to environmental responsibility and sustainable practices, has gained significant traction in recent years (Al Mamun, Fazal et al., 2018; Bilynets and Cvelbar, 2022). Eco-friendly tourists are at the forefront of this movement, actively seeking ways to minimize their environmental footprint and support responsible tourism practices. To gain a comprehensive understanding of eco-friendly tourists and their impact on the tourism industry, this literature review explores key themes, theories, and findings from various scholarly disciplines. Eco-friendly tourists exhibit distinct characteristics that set them apart from conventional travelers. They tend to possess a heightened environmental consciousness and are motivated by a desire to engage with nature, culture, and communities in responsible ways. Research highlights their preference for eco-certified accommodations, ethical consumption, and eco-friendly transportation choices. Understanding these characteristics is crucial for tourism providers seeking to cater to this growing market segment.
The motivations driving eco-friendly tourists are multifaceted. Environmental concern, a desire for authentic experiences, and a commitment to ethical consumption are common motivators. Psychological theories, such as the value-belief-norm theory and the theory of planned behavior, help explain the factors influencing their decision-making processes. Research underscores the role of environmental education and awareness campaigns in shaping their attitudes and choices. Eco-friendly tourists translate their motivations into concrete behaviors. These include reducing energy and water consumption, practicing responsible wildlife viewing, supporting local economies, and participating in conservation activities. Their behaviors often align with the principles of sustainable tourism, contributing to the preservation of natural and cultural assets. Eco-friendly tourists play a pivotal role in advancing the principles of sustainable tourism. Their demand for eco-certified accommodations and sustainable tour operators incentivizes businesses to adopt responsible practices. Studies have shown that destinations benefiting from eco-friendly tourism often experience reduced negative environmental impacts and increased social and economic benefits (Nor Azam, Patwary et al., 2022; Selamat, Chelamuthu et al., 2016). Despite their positive contributions, eco-friendly tourists face challenges and barriers, including higher costs associated with eco-certified accommodations, limited access to sustainable transportation options, lack of information about genuinely responsible tourism providers, and also awareness of environmental protection amongst local communities is low, with people prioritizing daily needs over maintaining a clean environment (Septanti, Santoso et al., 2023). Overcoming these barriers is crucial to expanding the reach and impact of eco-friendly tourism.
Environmentally sustainable tourismEnvironmentally sustainable tourism (EST) has emerged as a vital paradigm shift in the tourism industry, recognizing the pressing need to harmonize economic growth with environmental preservation. The foundation of EST lies in a set of guiding principles. These principles include minimizing negative environmental impacts, conserving biodiversity, protecting natural and cultural heritage, and engaging local communities in tourism development. Research elucidates the importance of these principles in shaping responsible tourism practices. For example, based on the research done by Hanani, Riniwati et al. (2024), the study found out the size of the beaches on Kapota Island changes with the tides, yet the white sandy shores consistently attract tourists. Therefore, preserving these beaches is essential for maintaining the island’s charm and supporting its tourism industry, ensuring that visitors can continue to enjoy this natural beauty for years to come.
EST manifests through a wide array of sustainable tourism practices. These encompass eco-friendly accommodations, responsible wildlife viewing, sustainable transportation, waste reduction, and energy efficiency. Studies delve into the adoption and effectiveness of these practices by tourism stakeholders, from individual tourists to large-scale tour operators in Malaysia (Ramli and Ramli, 2021; Razali and Ismail, 2014). EST has far-reaching impacts on the environment, society, and the economy. Positive effects include the conservation of ecosystems, preservation of cultural heritage, and socioeconomic benefits for local communities. However, research also highlights potential challenges, such as over-tourism and gentrification, underscoring the complexity of sustainable tourism outcomes. EST requires active participation from various stakeholders. Tourists play a pivotal role through responsible behavior and choices. Tourism businesses are increasingly adopting sustainable practices, and communities are vital partners in sustainable tourism development. Government policies and regulations serve as critical drivers of EST implementation. The pursuit of EST is not without challenges. Issues such as balancing economic growth with conservation, measuring sustainability, and addressing the needs of diverse stakeholders pose significant obstacles. Inadequate management of climate change impacts also has led to significant environmental degradation of coastal settlements and infrastructure (Kurniati, Widjajanti et al., 2024). Research suggests the importance of addressing these challenges to ensure the long-term viability of sustainable tourism.
The study was conducted on Malaysia's most renowned islands, particularly in Peninsular Malaysia which served as the primary location for the research: Redang Island, Perhentian Island, Tioman Island and Tinggi Island (see Figure 1).
The inaugural phase of our comprehensive research was centered on the captivating Redang Island, which is strategically located within the state of Terengganu, Malaysia. Redang Island, celebrated for its pristine white sandy beaches, crystalline waters, and diverse marine ecosystems, played a pivotal role as the primary focal point for our study. The selection of Redang Island as our first study context was a deliberate choice, driven by its unique combination of natural beauty and ecological significance. Moreover, our study on Redang Island served as a foundational pillar for our research, setting the stage for subsequent investigations in other coastal regions. By starting with Redang, we established a baseline understanding of sustainable tourism practices, visitor behaviors, and their impacts on the environment and local communities, which provided a valuable reference point for comparative analyses with other study contexts.
The second phase of our research was conducted on the enchanting Perhentian Island, which, like Redang Island, is located within the state of Terengganu, Malaysia. Perhentian Island, renowned for its stunning beaches, lush tropical forests, and vibrant marine life, was selected as the second study context due to its distinct geographical and environmental characteristics. Perhentian Island offers a contrasting backdrop to Redang Island, allowing for a broader and more comprehensive examination of tourism and sustainability within the Terengganu region. The choice to include Perhentian Island as a study context was strategic, as it enabled us to compare the dynamics of sustainability initiatives, tourist behavior, and environmental impact between two islands within the same state.
The third phase of our comprehensive research was carried out on the captivating Tioman Island, situated in the state of Pahang, Malaysia. Tioman Island, celebrated for its lush rainforests, striking coastal landscapes, and vibrant coral reefs, served as the third significant locale for our study. Tioman Island was carefully selected as the third laboratory for our research due to its unique geographical and ecological attributes. This approach allowed us to examine how various islands within Malaysia's diverse geography adapt to and implement sustainability initiatives. Additionally, it facilitated a comparison of tourist behaviors, conservation efforts, and community engagement between different island destinations, contributing to a more robust understanding of the broader context of sustainable tourism in Malaysia.
Tinggi Island, nestled in the maritime province of Johor, Malaysia, emerged as the fourth pivotal study context in our research endeavor. The addition of Tinggi Island allowed for a broader understanding of regional differences in sustainable tourism implementation. Each island’s context offers its own set of challenges and opportunities, influenced by local cultures, ecosystems, and historical development patterns. Through this multifaceted approach, we sought to offer valuable insights that can inform not only local policies and practices in Malaysia but also contribute to the broader global discourse on responsible and sustainable tourism.
InstrumentsA questionnaire was used to collect quantitative data. In this research study, a meticulously designed questionnaire served as the primary instrument employed to systematically gather quantitative data. The utilization of a questionnaire was a well-considered methodological choice, aligning with the research objectives and facilitating the collection of structured and quantifiable information from the study participants. The selection of a questionnaire as the data collection tool was driven by its efficiency and effectiveness in reaching a wide and diverse pool of respondents. This approach allowed us to gather data from a statistically significant sample, enhancing the robustness and generalizability of our findings. The questionnaire was thoughtfully constructed to elicit responses on key variables relevant to our research objectives.
Data collection and samplingThe study's participant pool consisted of tourists who were engaging in activities across the four distinct island destinations highlighted earlier. The study sites were systematically visited at regular intervals during the period spanning from August to October 2022, ensuring a comprehensive and well-distributed data collection process. Accessing the entire population was not feasible, and as such, a nonprobability convenience sampling approach was employed to select participants for the study. Figure 2 illustrates several stages in identifying respondents according to the four islands, with a sampling percentage of 6.5% allocated to each island.
Due to the absence of systematic visitor number statistics, the study established an appropriate minimum sample size by applying Cochran (1963) formula for proportion-based sampling. This calculation aimed to achieve a 95% confidence level, ±5% precision, and accommodated a maximum variability of 0.5. Consequently, a meticulous examination determined that an optimal sample size of 398 participants was required to guarantee the initial statistical analysis possessed the requisite levels of validity. Consequently, the selected sample size was deemed to be adequately robust for the study's objectives. The reliability of the sampling in this study is enhanced by the systematic application of Cochran (1963) formula as stated above for proportion-based sampling to establish an appropriate minimum sample size. By aiming for a 95% confidence level with ±5% precision and accounting for a maximum variability of 0.5, the study ensured a rigorous approach to sampling. Additionally, the meticulous examination that determined the optimal sample size of 398 participants further supports the reliability of the sampling process. This approach increases the confidence in the validity of the initial statistical analysis, making the selected sample size adequately robust for achieving the study's objectives.
The study's objectives were assessed using a structural equation model, employing a partial least squares (PLS) analysis. SmartPLS (Version 4) was utilized to construct the model and evaluate its validity. PLS is a valuable technique for predicting path coefficients in structural models and has gained popularity due to its ability to effectively model latent constructs, even with limited sample sizes and under non-normal conditions. A latent structural equation model comprises two key components. Firstly, there is the structural model, referred to as the internal model within the context of PLS-SEM (Hair Jr, Hult et al., 2014). This internal model allows researchers to visualize the unobservable pathways or relationships between latent constructs. Secondly, the structural equation model includes the external model, which encompasses measurement models within the PLS-SEM framework (Hair Jr, Hult et al., 2014). The external model was employed to evaluate the relationships between indicator variables and their corresponding latent constructs.
Table 1 presents a comprehensive overview of the descriptive statistics pertaining to the study participants across the four islands. Characteristics include gender, age, marital status, race, nationality, and education.
| Feature | Frequencies | Percentage % | Feature | Frequencies | Percentage % |
|---|---|---|---|---|---|
|
Gender: Male Female |
202 196 |
50.8 49.2 |
Race: Malay Chinese Indian Others |
219 104 26 49 |
55.0 26.1 6.5 12.3 |
|
Age: < 26 27-42 43-58 > 59 |
150 171 61 16 |
37.7 43.0 15.3 4.0 |
Nationality: Citizen (Malaysian) Non-Citizen |
316 82 |
79.4 20.6 |
|
Marital Status: Single Married Others |
199 190 9 |
50.0 47.7 2.3 |
Education: Primary School Secondary School Graduate Postgraduate |
35 145 129 84 5 |
8.8 36.4 32.4 21.1 1.3 |
SmartPLS Version 4 was used to test the structural equation model. PLS-SEM includes a two-step evaluation process. In the first stage, the measurement model is evaluated, and in the second stage, the structural model is evaluated. The number of questions for each of the variables are as follows: cost management practices (9), enforcement (14), participation (11), awareness (11), knowledge (17), facilities (6), attitude (16), and environmental sustainability (9). A ten-point Likert scale is is chosen for this study due to its ability to provide more variance in determining variables. Moreover, it offers a higher level of measurement accuracy, allows for data measurement flexibility, and is suitable for advanced statistical and parametric analysis techniques. Table 2 shows the assessment results of measurement model of the research data.
| Scales | Cronbach's alpha | Composite reliability | Average variance extracted (AVE) |
|---|---|---|---|
| Awareness | 0.921 | 0.923 | 0.678 |
| Cost Management | 0.896 | 0.93 | 0.612 |
| Enforcement | 0.972 | 0.973 | 0.747 |
| Environmental Sustainability | 0.964 | 0.965 | 0.801 |
| Facility | 0.952 | 0.952 | 0.806 |
| Knowledge | 0.963 | 0.963 | 0.692 |
| Participation | 0.903 | 0.904 | 0.677 |
For all the structures scale for all four islands, internal consistency reliability was satisfactory and greater than the threshold of 0.7 recommended for Composite Reliability (CR) and Cronbach’s alpha. The Average Variance Extracted (AVE) exceeded the threshold of 0.5 for all scales, demonstrating sufficient convergent validity. The subsequent phase of our research involved an evaluation of discriminant validity. This specific validity assessment is predicated on the concept of establishing a minimal correlation between the focal construct and other related constructs. Fornell and Larcker (1981) offered a guidance that the square root of the Average Variance Extracted (AVE) for each latent variable may serve as an effective benchmark for confirming discriminant validity, provided it surpasses the correlation coefficients linking the latent variables with each other, whereby AVE value must be greater than 0.50. The AVE square roots along the diagonal consistently exceeded the correlations between the corresponding constructs in the structural correlation matrix, thus confirming the presence of robust discriminant validity for all structures in our study. In general, all the measures presented satisfactory reliability and validity (see Table 3).
| A | CM | E | ES | F | K | P | |
|---|---|---|---|---|---|---|---|
| A | 0.823 | ||||||
| CM | 0.471 | 0.782 | |||||
| E | 0.474 | 0.504 | 0.865 | ||||
| ES | 0.557 | 0.359 | 0.482 | 0.895 | |||
| F | 0.62 | 0.466 | 0.671 | 0.589 | 0.898 | ||
| K | 0.705 | 0.517 | 0.638 | 0.597 | 0.778 | 0.832 | |
| P | 0.64 | 0.495 | 0.472 | 0.399 | 0.481 | 0.569 | 0.823 |
| A: Awareness, CM: Cost Management, E: Enforcement, ES: Environmental Sustainability, F: Facility, K: Knowledge, P: Participation | |||||||
In addition, Table 4 shows the Heterotrait–Monotrait (HTMT) ratio of correlations value must not be greater than 0.85, serves as an improved tool for evaluating discriminant validity (Henseler, Hubona et al., 2016).
| A | CM | E | ES | F | K | P | |
|---|---|---|---|---|---|---|---|
| A | |||||||
| CM | 0.502 | ||||||
| E | 0.499 | 0.541 | |||||
| ES | 0.59 | 0.368 | 0.496 | ||||
| F | 0.664 | 0.497 | 0.696 | 0.615 | |||
| K | 0.753 | 0.535 | 0.658 | 0.618 | 0.813 | ||
| P | 0.7 | 0.547 | 0.487 | 0.42 | 0.511 | 0.6 | |
| A: Awareness, CM: Cost Management, E: Enforcement, ES: Environmental Sustainability, F: Facility, K: Knowledge, P: Participation | |||||||
According to Wong (2019) researchers can now assess Goodness of Fit (GoF) within PLSc to determine whether a model is well-fitted or ill-fitted (Henseler, Dijkstra et al., 2014), and to detect measurement model misspecification and structural model misspecification (Dijkstra and Henseler, 2014; Henseler, Dijkstra et al., 2014).
| Saturated model | Estimated model | |
|---|---|---|
| SRMR | 0.06 | 0.06 |
| d_ULS | 6.811 | 6.811 |
| d_G | 4.159 | 4.159 |
| Chi-square | 7823.325 | 7823.325 |
| NFI | 0.727 | 0.727 |
The approximate fit criterion is using the standardized root mean squared residual (SRMR). The lower the SRMR, the better the model’s fit. Under the “Estimated Model” column in our model in Table 5, we have an SRMR value of 0.06, which is lower than the 0.08 threshold which suggests the model fit very well. After the measurement model and goodness of fit (GoF), the presumptive relations in the structural model were tested. Table 6 explain three constructs i.e. awareness, facility and knowledge have significant effect on environmental sustainability.
| Path value | t value | P values | Results | |
|---|---|---|---|---|
| A -> ES | 0.292 | 2.877 | 0.002 | Supported |
| CM -> ES | -0.009 | 0.129 | 0.449 | Not supported |
| E -> ES | 0.098 | 1.216 | 0.112 | Not supported |
| F -> ES | 0.242 | 2.395 | 0.008 | Supported |
| K -> ES | 0.178 | 1.676 | 0.047 | Supported |
| P -> ES | -0.056 | 0.801 | 0.212 | Not supported |
| A: Awareness, CM: Cost Management, E: Enforcement, ES: Environmental Sustainability, F: Facility, K: Knowledge, P: Participation | ||||
Figure 3 shows reported path value, t value and R² value for all the structures in the study.
In this research, only awareness, facility and knowledge were supported and have significant relationship towards environmental sustainability in four islands. The rate that tourist awareness, knowledge and facility accounted for their environmentally sustainable friendly behaviour was 45.3%.
The results of this study provide significant insights into the factors influencing environmental sustainability on Malaysia's islands, based on demographic characteristics, the measurement and structural models, and the relationships between constructs. The descriptive statistics indicate that the respondents represented a diverse range of demographics, with a nearly equal gender distribution (50.8% male, 49.2% female). Most participants were aged 27-42 (43.0%), with 37.7% being younger than 26. This highlights a younger and likely more environmentally conscious demographic. The racial composition, dominated by Malays (55.0%), reflects Malaysia's multicultural society, with the inclusion of Chinese (26.1%), Indian (6.5%), and other ethnic groups (12.3%). A substantial 79.4% of participants were Malaysian citizens, showcasing a predominantly domestic tourist population. Additionally, education levels were varied, with over half of the respondents having graduate or postgraduate qualifications, suggesting a relatively educated sample. This demographic profile reveals a population that is potentially receptive to environmental awareness and sustainability initiatives. The relatively high educational levels and younger age groups may indicate a readiness to adopt sustainable tourism practices.
The results of the measurement model demonstrated robust internal consistency and reliability across all constructs. Cronbach’s alpha and Composite Reliability (CR) values exceeded the recommended threshold of 0.7, while the Average Variance Extracted (AVE) for all constructs surpassed 0.5, confirming convergent validity. The Fornell-Larcker criterion and Heterotrait-Monotrait (HTMT) ratio further validated discriminant validity, with all measures meeting the recommended benchmarks. The strong reliability and validity of the constructs ensure the robustness of the research framework, providing a solid foundation for exploring relationships between variables.
The structural model fit was evaluated using indices such as the Standardized Root Mean Squared Residual (SRMR), which recorded a value of 0.06—below the threshold of 0.08—indicating a well-fitted model. Path coefficients and hypothesis testing revealed significant relationships between three constructs—awareness, facility, and knowledge—and environmental sustainability. Awareness emerged as a significant predictor of environmental sustainability (β = 0.292, p = 0.002). This finding emphasizes the importance of educating tourists about sustainable practices and their impact on the environment. Awareness campaigns, therefore, play a crucial role in fostering eco-conscious behaviors. The availability and quality of facilities also significantly influenced environmental sustainability (β = 0.242, p = 0.008). Well-maintained eco-friendly infrastructure, such as waste management systems and sustainable accommodation, likely encourage tourists to adopt sustainable practices during their visits. Knowledge demonstrated a significant positive effect on environmental sustainability (β = 0.178, p = 0.047). Tourists equipped with information about environmental issues and sustainable practices are more likely to make eco-conscious decisions.
In contrast, other constructs such as cost management, enforcement, and participation were not found to have significant relationships with environmental sustainability. These results suggest that while financial and regulatory measures may support sustainability initiatives, they may not directly influence tourist behavior in the same way that awareness, facilities, and knowledge do.
The findings highlight that a combination of awareness, knowledge, and eco-friendly facilities can drive environmentally sustainable behavior among tourists. Together, these factors accounted for 45.3% of the variance in environmental sustainability, indicating their substantial impact.
This study underscores the critical factors influencing environmental sustainability in the tourism sector, particularly on Malaysian islands. The structural model demonstrated a good fit, with significant relationships identified between awareness, facility, and knowledge, and their impact on promoting environmentally sustainable behaviours.
Awareness was found to be the strongest predictor of environmental sustainability, highlighting the importance of educating tourists about sustainable practices and their environmental impact. Effective awareness campaigns are essential for fostering eco-conscious behaviours and encouraging tourists to adopt responsible practices during their visits. Understanding how to effectively inspire tourists to adopt eco-friendly practices is key to fostering widespread change. Research can explore innovative ways of delivering educational content, including experiential learning, social media, and the influence of eco-conscious influencers. For Malaysian islands, this knowledge can guide the design of programs that resonate with both domestic and international tourists, helping position these islands as leaders in sustainable tourism
The quality and availability of facilities also played a pivotal role in supporting environmental sustainability. Eco-friendly infrastructure, such as sustainable accommodations, waste management systems, and other green facilities, was shown to encourage tourists to engage in sustainable practices, further demonstrating the importance of investing in eco-conscious tourism infrastructure.
Knowledge of environmental issues and sustainable practices emerged as another significant factor influencing sustainability. Tourists equipped with relevant knowledge are more likely to make informed and eco-conscious decisions, reinforcing the need for educational initiatives to enhance their understanding of sustainable tourism.
These findings suggest that fostering environmental sustainability in tourism requires a multi-faceted approach that integrates awareness campaigns, investment in eco-friendly facilities, and educational programs. By prioritizing these elements, tourism stakeholders, including policymakers, travel operators, and local communities, can contribute to the development of a more sustainable and environmentally responsible tourism industry.
The unique geographical location and cultural richness of Malaysia offer significant opportunities for eco-friendly tourism. By embracing eco-conscious practices, Malaysian islands can differentiate themselves in the competitive tourism market, attracting travelers who prioritize sustainability. This not only benefits the environment but also strengthens the local economy, preserves cultural heritage, and enhances community well-being. Promoting these practices through strategic policy implementation, government initiatives, and collaboration with local communities can foster responsible tourism while minimizing negative environmental impacts.
Collaboration with key tourism stakeholders, such as travel agents, plays a vital role in promoting sustainable practices. Travel agents can offer eco-conscious travel packages, encourage customers to choose sustainable options, and partner with eco-certified accommodations and tour operators. Furthermore, they can support local initiatives that prioritize sustainability, thereby benefiting both the community and the environment. Tourists also play a pivotal role by making environmentally responsible choices, educating themselves about their travel impact, and sharing sustainable practices with others.
This study provides a roadmap for fostering sustainability in tourism through targeted strategies focused on awareness, infrastructure, and knowledge dissemination. Future efforts should build on these findings to further advance sustainable practices, ensuring long-term benefits for both the environment and the local communities. For policymakers, this study underscores the need to invest in awareness campaigns, provide tourists with knowledge resources, and develop eco-friendly infrastructure. For tourism operators, focusing on improving facilities and educating tourists about their environmental impact can enhance sustainability. These results suggest that a holistic approach combining education, infrastructure development, and collaborative efforts between stakeholders is essential for fostering environmental sustainability in tourism on Malaysia’s islands. Future research should delve deeper into the interplay between these factors, explore cultural influences on eco-friendly behavior, and examine the role of digital platforms in promoting awareness and knowledge dissemination.
Future research also should focus on qualitative aspects of tourism dynamics, such as travelers’ motivations for destination preferences, transportation choices, and activities during their stay. This will provide a deeper understanding of how to enhance eco-friendly tourism efforts. By leveraging collaborative efforts and continuing to expand research, Malaysian islands can serve as a model for sustainable tourism development, striking a balance between environmental preservation and economic growth. Eco-friendly tourism requires a deeper examination of various aspects, including the measurement of eco-friendliness, the effectiveness of education campaigns, and the integration of sustainable practices into tourism activities.
This research has several shortcomings that could be addressed in future studies. The sample is primarily composed of Malaysian citizens, which may limit the generalizability of the findings to international tourists. A more diverse sample, including more international tourists, would provide a broader understanding of how different groups approach sustainability. The study also relies heavily on quantitative data and lacks qualitative insights. Incorporating interviews or focus groups would help uncover the reasons behind tourists' behaviors and provide a deeper understanding of their motivations and challenges related to sustainability. Another limitation is the short-term focus of the study. While the research captures a snapshot of tourists' attitudes and behaviors, it does not consider how these may change over time. Long-term studies would help understand the lasting effects of sustainability efforts on tourist behavior. In summary, while the research provides valuable insights, it could be improved by expanding the sample diversity, incorporating qualitative data, and exploring additional factors that influence sustainable tourism practices.
Conceptualization, Y.Y. and Y.Y.; methodology and data analysis, Y.Y, and Y.I, data collection Y.Y. and S.R.K.S.N; writing—original draft preparation, Y.Y, N.A.A. and Y.Y.; writing—review and editing, Y.Y, N.A.A. and Y.Y.; All authors have read and agreed to the published version of the manuscript.
The authors declare that they have no conflicts of interest regarding the publication of the paper.
The authors acknowledge the financial support for this Fundamental Research Grant Scheme project provided by Ministry of Higher Education Malaysia (MOHE) under the grant (FRGS/1/2021/WAB01/UNISZA/03/2-RR413).
