Drivers of Eco‐Guilt Among Travellers. A Mixed‐Method Investigation Using Self‐Perception Theory
研究了旅行者因自身行为导致环境破坏而产生的道德不安（生态内疚），发现与自然的情感联结和个体价值取向会通过环境知识的作用影响这种内疚感，对旅游目的地管理者有实践启示。
ABSTRACT Eco‐guilt refers to the feeling of moral unease that travellers experience when they realise their own role in causing environmental damage. Although several studies have examined pro‐environmental behaviour, this emotion has not received sufficient attention in the context of tourism and travel. The present study attempts to understand how emotional connection with nature and individual value‐based orientations are related to the feeling of eco‐guilt. The research applies the Stimulus–Organism–Response (S–O–R) framework and examines how nature connectivity, sustainable self‐perception and sustainable orientation influence eco‐guilt, along with the moderating role of environmental knowledge in these relationships. A sequential mixed‐method design was adopted, which combined both quantitative and qualitative phases. The model was empirically tested through data collected from 331 travellers who participated through the Prolific platform followed by a post hoc qualitative analysis through open‐ended essays. The results indicate that eco‐guilt emerges only when an emotional bond with nature coincides with concrete awareness of harm and affect travellers' perception and orientation towards sustainability. The findings highlight that stronger environmental knowledge amplifies the translation of nature connectivity into sustainable self‐perception and sustainable orientation, thereby shaping the intensity of eco‐guilt. This paper contributes to the literature on moral emotions in tourism and provides practical suggestions for destination managers who are aiming to encourage sustainable travel behaviour.