Abstract
As global environmental concerns escalate, tourism is increasingly viewed not only as a leisure activity but also as a strategic platform for advancing environmental sustainability, particularly through nature-based travel. This study investigates how different types of travel motivations-specifically Push and Pull factors-influence environmental attitudes and eco-friendly behaviors, aiming to unpack the psychological mechanisms driving sustainable tourism engagement. Push factors, such as relaxation, nature appreciation, and escape from routine, represent intrinsic motivations, while Pull factors, including key natural and cultural resources, serve as external attractions influencing destination choices. The research examines how these motivational forces contribute to the development of environmental attitudes and, in turn, encourage pro-environmental behaviors among tourists. Data were collected from a structured survey targeting travelers who engaged in nature-based tourism experiences, and the analysis was conducted using structural equation modeling (PLS-SEM) to assess the hypothesized relationships. The findings reveal that Push factors such as family togetherness and appreciation of nature significantly enhance environmental attitudes, whereas adventure-seeking does not yield the same effect. Among Pull factors, key tourism resources positively influence environmental attitudes, while accessibility and convenience-related attributes show no significant impact. Moreover, environmental attitudes strongly predict eco-friendly behaviors, reinforcing the importance of sustainability consciousness in tourism. Despite these insights, challenges remain in translating environmental awareness into consistent, sustainable actions, particularly due to external constraints such as infrastructure limitations and economic considerations. This study contributes to the sustainable tourism literature by differentiating effective and ineffective motivational drivers and by providing actionable insights for destination managers and policymakers to foster deeper environmental engagement among travelers.