THP FBF researchers receive recognition for award-winning study on
environmental knowledge and responsible tourism

The study highlights how visitors’ environmental knowledge influences their environmentally responsible behaviour at eco-destinations. Based on social exchange theory, the research shows that when visitors understand environmental issues and observe a destination’s commitment to social responsibility, they are more likely to act responsibly. Surveying 432 respondents, the findings confirm that destination social responsibility plays a key mediating role between knowledge and behaviour, underscoring the importance of awareness programmes and sustainability initiatives in promoting ecological responsibility and protecting environmental integrity.

The research provides valuable insights into enhancing nature visitors’ environmental knowledge, fostering more responsible behaviour, and supporting the preservation of natural destinations. Its findings also offer practical guidance for tourism operators, policymakers, and community stakeholders in designing educational initiatives and sustainable tourism strategies. By contributing to environmental conservation, promoting responsible tourism practices, and strengthening community engagement in protecting biodiversity, the research makes a meaningful impact beyond academia. Notably, the study aligns with the United Nations Sustainable Development Goals (SDGs), particularly SDG 12 – Responsible Consumption and Production, by encouraging sustainable tourism practices and responsible use of natural resources, and SDG 15 – Life on Land, by fostering behaviours that protect terrestrial ecosystems, biodiversity, and the long-term viability of natural destinations.

When asked what motivated the team to participate in the conference, Dr Seow said, “We chose to participate in this competition as an opportunity to present our research ideas in a highly competitive environment while contributing meaningful insights to the field of tourism. The study employed a rigorous research design, underpinned by critical analysis and a strong emphasis on translating findings into practical, real-world applications.”

Reflecting on the achievement, Dr Seow added, “Winning this competition alongside my colleague-cum-mentee, Dr Anthony Tee, is a truly rewarding experience. The Mentor–Mentee Programme, initiated by the THP FBF, has always been committed to dedicating time and effort to guide mentees in research, career planning, and professional development, while upholding the highest standards of academic integrity and ethical behaviour. Seeing the growth, perseverance, and creativity come to life in this achievement is deeply fulfilling. This win is a testament to the power of collaboration, knowledge-sharing, and the mentor–mentee bond.”

Echoing Dr Seow’s sentiment, Dr Anthony Tee shared, “What made our team stand out was our dedication to in-depth research, attention to detail, and the drive to present ideas that make an impact. I am grateful for Dr Seow’s mentorship, which has shaped my approach to research and professional growth. Winning this award together is an honour that inspires me to continue learning, contributing, and eventually guiding others on their own paths.”

Dr Seow also expressed, “This accomplishment reflects the strong foundation I have built at UTAR. The University’s supportive research culture, access to extensive academic resources, and emphasis on integrity and innovation have enabled me to refine my skills and broaden my perspectives. Opportunities for collaboration, professional development, and engagement with diverse academic communities have strengthened my ability to deliver high-quality work. The guidance, encouragement, and institutional support provided by UTAR have been pivotal in achieving this recognition.”

The IAWC, organised by MMU Press, serves as a platform to showcase quality empirical research and connect MMU with wider communities and institutions through innovative and inspiring writing.