With the increasing amount of attention paid to sustainable tourism, balancing tourism growth with ecosystem conservation has become critical. As one of the most concentrated forms of tourism, island tourism is subject to distinct ecological pressures, making the study of tourists’ environmentally responsible behavior (TERB) both urgent and necessary. However, research on TERB in island tourism remains limited. In this study, we investigated Jeju Island as a case study and, based on 575 valid responses, integrated the value–identity–personal norm (VIP), value–attitude–behavior (VAB), theory of planned behavior (TPB), and complexity theory models to explore the formation pathways of TERB systematically. Structural equation modeling (SEM) confirmed that the core components of the VIP, VAB, and TPB models positively influence the development of TERB, while nationality emerged as a significant moderator. Fuzzy-set qualitative comparative analysis (fsQCA) further revealed six causal configurations, highlighting the diverse and non-linear TERB pathways. These findings will serve as significant theoretical insights into TERB and provide practical strategies for utilizing ecotourism as a tool for sustainable island tourism development.

The rise of generative artificial intelligence (GenAI) is transforming how travelers seek tourism information and challenging traditional online travel communities (OTCs). Integrating push–pull–mooring theory with the stressor–strain–outcome and information systems success models, we investigate why travelers intend to switch from OTCs to GenAI services. Using survey data from 445 travelers, we apply structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA). Results reveal that information overload and communication overload in OTCs drive fatigue and prompt travelers to adopt GenAI services, which offer superior system quality and information quality and thus increase travelers’ satisfaction. Inertia remains a significant barrier, whereas switching cost has minimal impact. Complementing the net effects, the fsQCA identifies three distinct configurational pathways to high switching intention. The findings suggest integrating human-generated content and GenAI into tourism information systems to reduce cognitive strain, improve relevance, and elevate satisfaction.

Purpose: Virtual exploration has emerged as a promising option to enhance individuals' mental well-being amid growing mental health challenges. This article tests a conceptual model that examines the effects of virtual exploration's online atmosphere (OA) on users' mental well-being. It also investigates changes in users' perceptions and behavioral intentions associated with well-being improvement. Design/methodology/approach: This article adopts a mixed-methods design. First, a quantitative survey (n = 523) tests the proposed model, linking OA cues (interface aesthetics, background music congruency, scene vividness, interactivity and convenience) with mental well-being via virtual visit experience and healing effects (stress reduction and restoration). Second, a multi-group analysis compares the effects of natural and urban destinations. Finally, the qualitative phase analyzes open-ended responses to explore the broader implications of improved mental well-being resulting from virtual exploration. Findings: The findings show that these OA cues positively influence the virtual visit experience, which in turn enhances well-being through stress reduction and restoration, with natural (vs. urban) destinations exerting a stronger effect on these relationships. The qualitative results further reveal that participants reported increased psychological resilience, greater interest in and attachment toward explored destinations and higher readiness for digital engagement. Originality/value: This article pioneers the understanding of how the OA within virtual exploration (specifically destination live streaming) fosters mental well-being through stress reduction and restoration. It provides empirical evidence for the OA's positive impact on well-being via these mechanisms and reveals differences across destination types. The findings highlight the OA's crucial role in designing virtual experiences that effectively support mental health.