How does empathy for nature shape the behaviour of responsible tourists?

Sunday, 18 January 2026 08:57

New international research on responsible behaviour of nature tourists

It’s now clear: sustainable tourism isn’t just about infrastructure, policies, or environmental regulations. Equally important is how guests perceive and interpret the natural and cultural environment they are visiting. A recent international study explored this in detail and found that an emotional connection to nature plays a key role in encouraging tourists to behave responsibly in terms of conservation and sustainability.

What did the research examine?

A study published on 5 January 2026 in the Frontiers in Psychology journal examined how tourists’ impressions of nature and cultural surroundings influence their sense of connection to nature – and, as a result, their willingness to act responsibly – in the context of natural heritage tourism.

Key findings

One of the study’s most intriguing messages is that responsible tourist behaviour often doesn’t start with “I know what I should do,” but rather with how I feel about the place I’m visiting.

Firstly: how we perceive the landscape and local values matters.
Visitors who saw the natural environment as beautiful, valuable, and “worth preserving,” and who were open to the cultural aspects of the location (such as local stories, traditions, and heritage), were more likely to develop a sense of connection. This connection doesn’t necessarily manifest in grand gestures but rather in a subtle feeling of “it’s good to be here, and I want to take care of it.”

Secondly: this emotional connection translates into tangible decisions.
According to the study, empathy for nature (the internal drive to avoid harm and instead protect it) strongly correlates with tourists behaving more responsibly. This can include everyday actions: leaving less litter, adhering to rules, respecting wildlife, and making more conscious choices about services. The study highlights that this sense of responsibility can be reflected in both “non-financial” decisions (like behaviour and rule-following) and “financial” ones (such as preferring local, sustainable products and services).

Thirdly: experiences of “escape” and “awe” in nature can amplify this effect.
When a trip truly breaks the routine of daily life and includes a “wow moment” – a scenic viewpoint, a quiet forest, or a unique natural phenomenon – the study suggests it not only makes the journey more memorable but also increases the likelihood of responsible behaviour. In other words, meaningful immersion and awe often go hand in hand with guests being more cautious and respectful in their presence.

Why does this matter for sustainable tourism?

The study highlights that responsible visitor behaviour isn’t solely a matter of free will; it’s shaped by psychological processes:

those who feel more “connected” to nature,
those who understand its value and fragility,
and those who see nature as more than just a spectacle,

– are much more likely to make decisions that support sustainable destinations in the long term.

Why does this matter for sustainable tourism?

What does this mean in practice?

If the study’s message were to be summed up in one sentence: responsible behaviour isn’t just enforced through rules; it can be inspired through experiences and stories. In other words, if a guest truly connects with a place, they are more likely to take care of it.

As travellers, we rarely set out on a trip or holiday thinking, “I want to act sustainably.” Instead, we’re looking to enjoy ourselves, relax, recharge, and return home with lasting memories. However, the study suggests that these very experiences are what subtly shape how we treat the places we visit.

So, let’s look at this from a practical perspective:

1. When a place becomes “more than just a view”

If a landscape, a forest, a vineyard, or a village street isn’t just beautiful but also becomes meaningful, it’s easier to care for it. When we learn why a habitat is special, what makes it fragile, or the stories tied to it, the place suddenly feels more personal. At that point, it’s no longer just “somewhere we’re visiting” but something we’re part of – and this naturally leads to more mindful behaviour.

2. Awe isn’t just an experience; it’s a responsibility

Think of a quiet viewpoint, a sunset, a forest trail, or an unexpected natural moment. These are the experiences where we pause for a moment and feel: “It’s good to be here.” According to the study, after such moments, guests are more likely to:

care for what they see,
follow the rules,
see restrictions as less of a burden.

Not because they have to, but because they don’t want to ruin what they value.

2. Awe isn’t just an experience; it’s a responsibility

3. Responsible decisions are often small – but they matter

As guests, responsible behaviour rarely involves grand gestures. It’s more often a series of small decisions:

staying on the trail,
not leaving litter behind,
respecting wildlife,
choosing local providers,
accepting when adjustments are needed.

One of the study’s key messages is that these decisions are more likely to happen when we feel emotionally connected to a place, rather than when we’re simply told “what not to do.”

3. Responsible decisions are often small – but they matter

4. When rules make sense

As guests, it’s much easier to accept a restriction when we understand why it’s there. If we know that a road closure protects wildlife, or that a request for silence isn’t “strictness” but part of a delicate balance, then the rule becomes less of an external imposition and more of a shared interest.

Ultimately: as guests, we shape the future of places too

One of the study’s most important insights is that guests are not passive participants. Every visit – even a short trip – leaves a mark. The good news is that positive marks can also be left without sacrificing the experience.

If a place helps us understand its value, gives us space to marvel, and communicates with us in a human way, then as guests, it becomes much more natural to take care of it. Not because we’re “practising sustainable tourism,” but because it feels good to be part of something valuable.

Interested in the full article? Click here!