Tourists’ ethically responsible participation in animal-based tourism: A configurational impact assessment

Ethical concerns about animal-based tourism are raising ongoing attention from the international community, and investigation of tourists’ ethically responsible behaviors in animal eco-tourism is limited. This study investigated the formation of ethically responsible behaviors by integrating constituents from the value-belief-norm (VBN) theory, the norm-activation model (NAM), and the theory of planned behavior (TPB), including biospheric value, altruistic value, ethical beliefs, awareness of ethical issues, ascribed responsibility, personal norm, attitude, social norm, and behavioral intentions with regard to animal-based tourism. The cultural involvement of Confucian harmony and media coverage were found to positively influence awareness of ethical issues. The proposed research framework was further optimized by identifying a moderator, described as perceptions of animal protection. Methodologically, along with structural equation modeling (SEM) analysis, this study also used fuzzy-set qualitative comparative analysis (fsQCA) to evaluate asymmetric configurations (causal recipes) and necessary conditions for predicting different levels of behavioral intentions in animal-based tourism.