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This study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the theory of reasoned action. The research universe consists of customers visiting local restaurants operating in Afyonkarahisar.

The survey technique was used to collect data from customers visiting local restaurants between 05 September and 05 November 2022, using the convenience sampling method. The acquired data (n = 385) were analyzed using the structural equation model and the SmartPLS statistical tool.

The study findings indicate that behavioral intention is positively and significantly influenced by behavioral attitude, subjective norm and behavioral norm, but not by belonging. However, behavioral intention significantly and favorably influences word-of-mouth. When the indirect effect of study findings was analyzed, it was showcased that behavioral intention and attitude indirectly influence subjective norm and word-of-mouth communication, but belonging has no such effect.

The results suggest that businesses should focus on using local products as customers have a positive attitude toward them and provide customers with a sense of belonging to increase word-of-mouth communication. Additionally, the study highlights the importance of subjective norms in shaping customers' intentions and behavior toward local products.

The contribution of this article is valuable in terms of meeting this quest of visitors who have the motivation to introduce and experience the local culture, especially the Reasoned Action Theory of Word-of-Mouth communication approach of the customers, who play an essential role in the promotion and marketing of local restaurants selling local products, and to make a difference in their travels. Findings indicate that businesses should use local products, and customers need a sense of belonging. However, there is a subjective norm and attitude toward local products, and they should provide the necessary tendencies to gain a sense of belonging.

Ecotourism is a sustainability approach that has emerged as an alternative to the negative environmental impacts of tourism, where natural, cultural and historical values are used as sources. Ecotourism is a nature-based tourism activity that ensures the sustainability of natural resources and promotes the economic development of local populations. It also preserves sociocultural values and protects the ecological system for future generations. However, if ecotourism is well-controlled, it can positively affect nature, natural life, local people and the local and national economy. This study highlights the importance of ecotourism for sustainability in the tourism industry. It examines ways to deal with the ecotourism phenomenon. In this direction, the study defines the concepts of ecological tourism and sustainability. It describes the general characteristics of ecotourism and sustainable tourism and the developing and potential environmental impacts associated with them. The study highlights that any tourist activity that does not have a sustainable quality cannot be long-term and will increase awareness on this topic.

Climate change places significant pressure on the tourism sector by altering environmental and socio-economic conditions that influence tourist behaviour and the attractiveness of destinations. Rising temperatures, changing precipitation patterns and the increasing frequency and severity of extreme weather events affect tourism supply and demand. On the supply side, climate change threatens tourism infrastructure, natural attractions, recreational opportunities and accessibility of destinations. Coastal destinations are particularly vulnerable to sea-level rise and coastal flooding, which can damage tourism assets. On the demand side, changing climatic conditions alter visitor comfort levels, health risks and the seasonality of destinations, influencing tourists' choice of destinations. In addition, small island destinations face unnecessary risks due to their economic dependence on climate-sensitive activities such as beach and nature tourism. Adapting the tourism sector to climate change requires reducing vulnerability through diversification, green infrastructure, ecosystem conservation, community-based adaptation and policy support. Mitigating tourism's contribution to climate change requires minimising energy use, switching to renewable energy, improving efficiency, reducing long-haul flights and promoting sustainable consumption and production. Collective and concerted efforts by all stakeholders are needed to transition to a climate-resilient and low-carbon tourism sector that continues to provide socio-economic benefits while minimising its environmental footprint.