Chalermchaikit, V.Kozak, M.2025-02-152025-02-152024097810353098019781035309795https://doi.org/10.4337/9781035309801.00032https://hdl.handle.net/20.500.12469/7189This chapter aims to rationally analyze responsible travel behavior from the sustainability and development perspective, indicating barriers and implications toward tourists’ pro-environmental behavior. Based on sustainability, the triple bottom line shows possible ways to move from the previous travel behavior via sustainable behavior, highlighting the ‘Go Green’ concept influencing marketing, communication, and policies. Gender implications become important keys to sustainable behavior patterns via marketing, communication, and policies. Also, the chapter integrates the current practice of the United Nations via sustainable development goals with implementation as a part of travel behavior. Thus, the viewpoints analyze the different marketing, communication, and policy approaches via different dimensions; values, social norms, and travel constraints through sustainable travel behavior. Furthermore, the scope of different gender perceptions is from the lens of tourists via attitudes, behavior, and characteristics. Hence, the chapter conceptualizes gender-based pro-environment and concludes with coherent predictions of pro-environment behavior. © The Editors and Contributors Severally 2024.eninfo:eu-repo/semantics/closedAccessGender PerspectiveGender RoleGreen MovementTourism SustainabilityTravel BehaviorTriple Bottom LineBook Part26027410.4337/9781035309801.000322-s2.0-85215258008N/AN/A