Value-Attitude-Behaviour-Based Review of Tourist Sustainability Perception in Sikkim Homestay Tourism: Integrating Ecocentrism, Global Self-Identity, Altruism, Research Gaps

Abstract

The research focused on the factors that make tourists adopt environmentally friendly behaviour in Sikkim's homestay tourism, an ecologically delicate Himalayan tourist destination in India through the 'Value-Attitude-Behaviour' (VAB) model. It also investigated the role of ecocentrism (ECO), global identity, and altruism in determining behaviour geared towards sustainability. Besides, it tried to bridge the gap of very few studies that have looked at tourism in community-based tourism in fragile Himalayan ecosystems. The suggested system based on VAB was tested with the help of Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). They found four hidden elements that account for tourists' sustainability understanding. SEM analysis showed that global self-identity ( = 0.59) and altruism ( = 0.18) had a major positive effect on sustainable behaviour but ecocentrism ( = 0.022, p = 0.279) was not significant statistically. These results suggest that behaviour aimed at sustainability in homestay tourism in Sikkim is more strongly motivated by a global identity, values of altruism, community involvement, visitor expectations, environmental awareness, and compliance with rules than by concern for the environment alone. The suggested structure not only offers practical inputs to decision-makers and homestay owners for creating good sustainability strategies, but it also enhances the theoretical knowledge of tourist behaviour in Himalayan tourism, and it points out prospects for future longitudinal and site-specific research.