Tourists’ pro-environmental behavior in forest-based tourism through multi-methods analysis

Forest-based tourism is widely recognized as a sustainable form of nature-based tourism that contributes to environmental conservation and socioeconomic development. In the digital era, the digital image of destination (DID) has become a powerful tool for shaping tourist perceptions, fostering engagement, and promoting pro-environmental behaviors. Although not a forest product, DID plays a vital role in promoting forest-based tourism and supporting its sustainability objectives. This study investigated the influence of DID on tourists’ pro-environmental behaviors within the context of forest-based tourism. Utilizing a systematic literature review of publications from 2000 to 2025, this study synthesized key themes related to digital engagement, environmental attitudes, and behavioral outcomes. Additionally, a bibliometric analysis based on Scopus data was conducted using VOSviewer to identify leading authors, thematic clusters, and patterns of international collaboration. Results revealed that while DID positively affects tourist behavior, forest tourism remains an underexplored niche within the broader tourism research landscape. The study highlights the need for context-sensitive strategies, such as zoning policies and artificial intelligence-based content design, and recommends future research directions to enhance the sustainability of forest tourism through digital engagement.

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