Tackling the complexity of the pro-environmental behaviors of visitors to marine turtle sites

This empirical study improved our understanding of how to simulate visitors’ pro-environmental behavior intentions (PEBIs) during interpretive marine turtle tours in Cyprus. Complexity theory was applied as a sufficient theoretical basis of the proposed configurational model that was tested using fuzzy set Qualitative Comparative Analysis (fsQCA) as an innovative set theoretic approach. Four configurations—demographics, values, beliefs, norms and attitudes—were used to explore causal recipes leading to both high and low PEBIs scores. The findings highlighted the heterogeneity issue in predicting PEBIs, addressed by determining the positive or negative role of PEBIs indicators along with attributes of other indicators in causal recipes. The fsQCA results of four configurations suggested 12 recipes for attaining high PEBIs scores. Further insight was obtained via configurational modeling of visitors’ PEBIs during endangered species tours, which contributed to the current knowledge of tourism management in protected areas. Implications for practice and further research are discussed