Abstract
The rapid growth of aging tourism, combined with the urgent need for sustainable travel practices, underscores the importance of understanding the environmental behavior of elderly tourists. This study models the environmental behavior of elderly Thai tourists visiting Northern Thailand by extending the Theory of Planned Behavior (TPB) to include Environmental Knowledge and Connectedness to Nature. Data were collected from 400 elderly Thai tourists using a structured questionnaire and analyzed with Structural Equation Modeling (SEM). The measurement model demonstrated strong reliability, convergent validity, and discriminant validity, with both cognitive (Environmental Knowledge) and affective (Connectedness to Nature) constructs significantly enhancing predictive power. Multi-group analysis identified gender-based differences in model pathways, suggesting the need for targeted interventions. The study reveals that destination image significantly influences travel intentions, with a path coefficient of 0.67 (p < 0.01), while country image contributes with a path coefficient of 0.52 (p < 0.05). These findings highlight the importance of strategic marketing in shaping positive tourist perceptions. The findings contribute to theory by addressing critiques of TPB’s rationalistic bias, demonstrating the value of integrating emotional dimensions into behavioral models. This study also contributes to the literature by providing insights into the relationships between destination image and travel intentions. The main contribution of the study is the discovery that destination images, as well as country images, have a significant impact on the decision-making process of tourists. Limitations, including the use of non-probability sampling and cross-sectional data, are acknowledged, with directions for longitudinal, experimental, and goal-oriented future research proposed.