Forest Bathing (Shinrin-yoku) and Sustainability: Attitudes of Domestic Tourists in Serbia on Health and Nature Protection

Abstract

Objective – to comprehensively assess the potential of forest bathing (Shinrin-yoku) as a health-oriented and nature-based tourism activity and to examine and explain the relationships between perceived health and psychological benefits, environmental awareness, and domestic tourists’ intention to support sustainable tourism. Methods – the study is based on a structured survey conducted among 1,385 domestic tourists in Serbia; data were processed using exploratory factor analysis, correlation analysis, and OLS regression models with robust standard errors. Results – the findings indicate that perceived health and psychological benefits of forest bathing have a statistically significant direct effect on the intention to support sustainable tourism; additionally, an indirect effect mediated by environmental awareness was identified; nature-based experiences were confirmed as an important determinant of environmentally responsible and sustainable tourist behavior; the results highlight the role of forest bathing as a tool for promoting sustainable tourism. Conclusions – forest bathing represents an effective mechanism for integrating health benefits with sustainable tourism behavior, enhances environmental awareness, and contributes to the long-term sustainable development of tourist destinations, as well as to the improvement of tourism planning and policy-making.