How does compassion 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 where they are staying. A recent international study explored this in detail and found that emotional empathy towards nature plays a key role in encouraging tourists to behave responsibly from a conservation and sustainability perspective.

What did the study examine?

A Frontiers in Psychology journal study published on 5 January 2026 examined how tourists’ impressions of nature and cultural surroundings influence their empathy towards nature – and, consequently, their willingness to act responsibly – within 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 “knowing what I should do” but rather with how I feel about the place I’m visiting.

First: how we perceive the landscape and local values matters.
Visitors who viewed the natural environment as beautiful, valuable, and “worth preserving” and were open to the cultural elements of the place (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.”

Second: this emotional connection translates into tangible decisions.
According to the study, empathy towards nature (the inner drive to avoid harm and instead protect) strongly correlates with tourists behaving more responsibly. This can involve everyday actions: leaving less litter, adhering to rules, being mindful of wildlife, and making more conscious service choices. The study highlights that this sense of responsibility can appear in both “non-financial” decisions (behaviour, rule-following) and “financial” ones (such as preferring local, sustainable products and services).

Third: the sense of “escape” and “awe” experienced 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 experience 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 but is shaped by psychological processes:

those who feel more “connected” to nature,
who appreciate its value and fragility,
and for whom the experience of nature is 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 summarised in one sentence: responsible behaviour isn’t just “enforced” by rules but can be “inspired” by experiences and stories. In other words: if a guest truly connects with a place, they are more likely to care for it.

As travellers, we rarely set off on a trip or holiday thinking, “I want to behave sustainably.” We’re much more likely to seek enjoyment, relaxation, rejuvenation, and memorable experiences. However, according to the study, it’s precisely these experiences that subtly shape how we treat the places we visit as guests.

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

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

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

take care of what they see,
follow the rules,
feel less burdened by restrictions.

Not because they have to, but because they don’t want to spoil what they find valuable.

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

3. Responsible decisions are often small – but they matter

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

staying on the path,
not leaving litter behind,
being mindful of wildlife,
choosing local service providers,
accepting when we need to adapt to something.

One of the study’s key messages is that these decisions are more likely to happen when we feel emotionally connected to the 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 if we understand why it’s there. If we realise that a road closure protects wildlife or 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 the places we visit

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, however, is that positive marks can also be left without sacrificing the experience.

If a place helps us understand its value, offers moments of awe, and communicates in a human way, then as guests, it becomes much more natural to care for 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!