Tourists travel to a destination for motives based on the destination image and its offerings. The tourists visit ecotourism destinations with the intention of improving their health, appreciating natural attractions and cultural manifestations, and seeking a peaceful environment. The present study examines the key motivational factors influencing tourists’ intentions to visit the selected (six) ecotourism destinations in Himachal Pradesh, India. The findings reveal that primary motives driving ecotourism travel behaviour are strongly associated with nature, spending quality time with family in natural surroundings, avoiding overcrowded tourist destinations, and gaining health benefits in natural environments. The study strongly aligns with the push-pull motivational framework in tourism literature, wherein intrinsic psychological factors such as relaxation, escape, emotional bonding, and wellness are strongly associated with destination attributes, including natural landscapes, peaceful ambience, and authentic local experiences. The findings further confirm that natural appreciation remains the strongest determinant of ecotourism travel behaviour, and the preference for less crowded destinations reflects a gradual shift from mass tourism toward sustainable and responsible tourism practices. In contrast, a lower preference for eco-drives, cultural activities, and local cuisine suggests limited participation in conservation-oriented and community-based ecotourism activities. This highlights the need for greater awareness, improved destination engagement strategies, and stronger community participation. The findings offer important implications for policymakers, tourism planners, and destination marketers to promote sustainable infrastructure, eco-friendly tourism practices, environmental conservation, and effective visitor management strategies for the long-term sustainable development of ecotourism destinations and their communities in Himachal Pradesh.
Publication Date: 2026-06-20