Abstract
This paper focuses on the relationship between individual factors of environmental attitudes and behavior intentions of tourists
visiting a World Heritage City. We adopt a model based on the Theory of Planned Behavior with three environmental attitudinal
factors (Responsibility, Knowledge and Values) and research data was collected through tourist surveys in Cuenca (Spain).
Estimation results show that there is a positive relationship between dimensions of environmental attitudes and behavior
intentions and actions of tourists. Generally, environmental values and knowledge have significant and positive influences on
environmental behavior intention of tourists. Environmental morality also has a significant influence, although lesser in
magnitude, while environmental responsibility showed no significant influence on tourists' environmental behavior intention.