Marine tourism and environmental preservation: determinants of tourists’ ecofriendly behavior and promotion through word-of-mouth

This study aims to explore the factors that impact tourists’ engagement in environmentally friendly behaviors (BI) and their promotion of a destination through word-of-mouth (WOM) while attending marine tourism. The research uses a stringent methodology, including sufficient/necessary condition analysis and fsQCA, to examine the essential and sufficient conditions for the presence of BI and WOM. By comparing established theory with the proposed model, this research also identifies a combination of factors, such as the presence of moral norm and the absence of social norm, that influence BI and WOM. This study holds potential for theoretical expansion in future tourism studies.