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.

Tourists’ pro-environmental behavior (TPEB) is crucial in promoting the sustainable development of tourism worldwide. It has received increased attention from scholars in different fields of tourism, but relevant research on the normative activation and formation process of TPEB in geotourism is lacking. Given the complexity of behavioral causes and norm activation, this study is grounded in multiple theories, including the norm activation model (NAM), behavioral reasoning theory (BRT), and complexity theory, to illustrate the formation process of TPEB in geotourism. The Zhangye National Geopark, which is located in Gansu Province, China, was chosen as the research case for this study. In total, 502 valid survey responses were utilized for data analysis using partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). The PLS-SEM results showed that tourist intention for pro-environmental behaviors is linearly affected by moral norms, attitude, social norms, and perceived behavioral control, which are the key components in the NAM and BRT. The fsQCA results identified six causal recipes components that influence the formation of intention for pro-environmental behaviors, confirming the causal complexity principle of complexity theory. Among these, environmental awareness, anticipated emotion of pride, moral norms, attitude, and social norms are considered core variables. These research findings provide significant management guidance and strategies for the environmental protection of geoparks and the sustainable development of geotourism.

The rise of social media and online social interaction has significantly contributed to the field of tourism marketing. However, the underlying mechanism of member–member social interactions (M-MSI) in online tourism communities (OTCs) and their emotional benefits remain underexplored. Grounded in social penetration and social exchange theories, this study investigates how the self-driven mechanism of M-MSI, which comprises online social support (OSS), social capital (OSC), and social cohesion (OSN) enhances co-creation experiences (hedonic, social, and cognitive) fosters brand love. An analysis of survey data from 535 Chinese OTCs members using partial least squares structural equation modeling (PLS-SEM) revealed that OSS promoted OSC and OSN, with OSC further facilitating OSN. Moreover, high-quality M-MSI significantly strengthens brand love through co-creation experiences, a relationship positively moderated by affordances. Additionally, a fuzzy set qualitative comparative analysis (fsQCA) was used to identify six configurational paths to brand love, supplementing linear model limitations. These findings expand the understanding of OTCs experience management and underscore the marketing potential of sustained emotional value co-creation through optimized M-MSI.

With the rapid development of the sharing economy and the progress of social ecological civilization, social media influencers (SMIs) have garnered significant from academia and practitioners for their pivotal role in fostering pro-environmental behavioral intentions within the tourism consumption context. Drawing on the two-step flow theory, social influence theory, and social learning theory, this study establishes an integrated analytical framework to elucidate how SMIs facilitate the balance between tourism development and ecosystem preservation by activating pro-environmental behavioral behavior. This study conceptualizes the SMIs’ multi-traits as a higher-order construct (a third-order reflective structure), which integrates content-determined and personality-determined attributes, viewing SMIs’ effectiveness as a coherent system of influence rather than a series of fragmented traits. Based on survey data collected from 598 Chinese social media users, the study utilized Covariance-Based Structural Equation Modeling (CB-SEM) to test the proposed model. The results demonstrate that SMIs’ multi-traits exert significant positive effects on parasocial relationships and wishful identification, which in turn enhance individuals’ willingness to mimic. This willingness to mimic serves as a core behavioral conversion mechanism, bridging digital influence on three pro-environmental behavioral intentions: general, specific and online advocacy intentions. Furthermore, robustness analyses reveal marked heterogeneity across education- and income-based groups, indicating that the efficacy of SMI traits and the psychological-to-behavioral conversion efficiency are contingent upon the recipients’ socioeconomic resources and cognitive capital. Overall, this study characterizes social media influencer marketing as a scalable, socially driven phenomenon that can effectively activate and promote pro-environmental behavioral intentions, providing valuable insights for environmental education and sustainable tourism development in the digital age.