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Exploring the Role of Green Value, Place Attachment and Self-Congruity: A Stimulus–Organism–Response Approach to Digital Nomad Behavior
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DOI：10.1080/1528008X.2025.2585305.png)
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Abstract
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As destinations face growing pressure to align tourism development with sustainability goals, understanding the behavioral drivers of long-stay travelers has become increasingly important. This study adopts the Stimulus – Organism – Response (S-O-R) framework to examine how sustainability communication and destination eco-image influence green value, self-congruity, and place attachment, ultimately shaping behavioral responses and fostering destination loyalty. Covariance-Based Structural Equation Modeling (CB-SEM) was used to analyze data from 342 digital nomads residing in Thailand. Results indicate sustainability communication strongly influences destination eco-image, demonstrating the power of clear environmental messaging in shaping tourist perceptions. Moreover, green value emerged as a pivotal construct, bridging cognitive stimuli with emotional attachment and self-identity alignment. The findings provide insights for destination managers seeking to cultivate deeper engagement with sustainability strategies. By illustrating how cognitive and emotional alignment with eco-conscious destinations translates into both pro-environmental intention and loyalty, this study offers practical guidance for developing targeted messaging and fostering long-term visitor commitment. Theoretically, the study extends the S-O-R framework to lifestyle travel by integrating green value and self-congruity into sustainable tourism behavior models.
Keywords:
Destination eco-image
sustainable tourism
pro-environmental behavioral intention
destination loyalty
digital nomads
sustainable tourism development
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