Mohammad Hasan Seif email 1; Ahmad Rastegar2; Saeed Talebi3; Tahereh Karimi Fard4; Marzieh Tajvaran5

Today, tourism is regarded as a kind of environmental consumption. Thus, it can be said that tourists play important roles in the process of either development of sustainable tourism and or destruction of it. The theoretical model used in the research is a combination of value-belief-norm Theories (VBN), New Ecological Paradigm Theory (NEP), and Norm Activation Thory (NAT). The purpose of this research is sociological analyzing of tourists behavior in Fars. The present study was carried out using a survey method and the statistical population is all tourists who visited Fars province in 2017. The Cochran formula has been used to determine the sample size and 266 questionnaires were completed with using of random convenience sampling method by the tourists. Having collected the required data by utilizing questionnaire technich, all data were processed by using SPSS software and analyzed by applying descriptive as well as inferential statistics. Results showed that the value of humanitarian and selfish, world attitude environmental and place involvement variables, have indirect or indirect positive effect on the environmentalist behaviors of domestic tourists, through the mediation of environmental awareness, the ascription of responsibility and personal norms variables. As regards that humans are considered as the main contributor to environmental problems, tourists should be encouraged to take responsive environmental behaviors.