With the rapid development of the tourism industry, environmental pressures are becoming increasingly prominent. Sustainable tourism has become a core direction for promoting the long-term development of the tourism industry. As the main actors in tourism activities, tourists' environmentally friendly behavior directly affects the ecological quality of tourist destinations and the achievement of sustainable tourism goals. Taking sustainable tourism as the context, this paper, through literature analysis and logical analysis, focuses on the influencing factors and guidance strategies of tourists' environmentally friendly behavior. The study finds that tourists' environmentally friendly behavior is influenced by three factors: individual, situational, and institutional. At the individual level, environmental awareness, values, and environmental knowledge serve as the internal foundation for behavior; at the situational level, the destination's environmental atmosphere, peer influence, and the availability of facilities serve as external conditions for behavioral transformation; and at the institutional level, policies, regulations, and incentive mechanisms are important safeguards for behavior reinforcement. These three factors interact in a "foundation-condition-guarantee" mechanism. Based on this, this paper designs targeted guidance strategies at the individual, situational, and institutional levels and constructs a three-dimensional implementation support system: "organization- resource-assessment" to promote the normalization of tourists' environmentally friendly behavior. This study not only enriches the theoretical research on sustainable tourism and tourist behavior but also provides practical references for tourist destinations to achieve the coordination of ecological protection and tourism development through guiding tourists' environmentally friendly behavior.

Bingyan Chen. A Study on the Influencing Factors and Guidance Strategies of Tourists' Environmentally Friendly Behavior in the Context of Sustainable Tourism. Academic Journal of Business & Management (2025), Vol. 7, Issue 10: 72-77. https://doi.org/10.25236/AJBM.2025.071011.

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