Leveraging ecotourism experiences to drive sustainable behaviours: perspective of mangrove ecotourists

Abstract

Purpose This study examines the relationships between tourist experiences, satisfaction and sustainable behaviours in mangrove ecotourism. It also explores the moderating effect of gender on the satisfaction–sustainable behaviour link, addressing gaps in sustainable tourism research.

Design/methodology/approach Data were collected from 399 young Indonesian tourists visiting mangrove ecotourism destinations. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse the data and assess the proposed relationships among experience quality, satisfaction and sustainable behaviours, including the moderating role of gender.

Findings The study reveals that service quality is the strongest contributor to satisfaction, followed by eco-educational quality. Satisfaction, in turn, plays a central role in driving environmental concern, pro-environmental intentions and loyalty to mangrove ecotourism. The analysis reveals that gender plays a moderating role in the satisfaction–behaviour link, as satisfied male tourists exhibit higher pro-environmental intentions than their female counterparts. This counters prevailing expectations and suggests a more nuanced understanding of gender’s role in shaping sustainable tourism actions.

Practical implications Ecotourism operators should prioritize service excellence through continuous staff development, embed meaningful eco-education in tour design and create targeted messaging tailored to different gender profiles. For example, male-oriented strategies may focus on measurable environmental impacts and logical appeals, while female-oriented messages can highlight community, empathy and long-term social value. These approaches can help foster deeper and more diverse engagement in sustainable practices.

Originality/value This study advances theoretical understanding by integrating the stimulus–organism–response (S-O-R) model with the experience economy framework, offering a comprehensive explanation of how immersive ecotourism experiences influence behavioural outcomes. It also provides novel insights into gender-based differences, particularly the unexpected patterns of pro-environmental commitment among male tourists.