The impact of perceived environmental issues on sustainable tourist behaviors

This research aims to analyze the effect of tourists' environmental perception on their environmental sustainable vacation behavior. In addition, it aims to determine the madiating role of subjective norms, green product purchasing behavior and behavioral beliefs. This research has three main questions. The first one is the effect of environmental perception on environmental sustainable vacation behavior; the second one is the effects of subjective norms and behavioral beliefs on green product purchasing behavior. The last one is the madiating role of subjective norms, green product purchasing behavior and behavioral beliefs between environmental perception and environmental sustainable vacation behavior. In accordance with research questions, a theoretical reseach model and hypothesis were developed. With the data collected, the scales were reliability analyzed, explanatory and confirmatory factor analyzed. Then, path and madiating role analysis were done to test the research model. According to path anaysis, tourists' environmental perception was statistically found to be effective on subjective norms and environmental sustainable vacation behavior. Yet, no effect of environmental perception was found on behavioral beliefs and green product purchasing behavior. On the other hand, the effects of social norms and behavioral beliefs on green product purchasing behavior were found statistically significant. According to madiating role analysis, while subjective norms were determined to have a madiating role between environmental perception and sustainable vacation behavior; green product purchasing behavior and behavioral beliefs were found to have no madiating role. Key Words: Sustainable tourism, environmental issues, environmental sustainable vacation behavior, subjective norms, behavioral beliefs, green product purchasing behavior.