The Impact of Rural Tourism on Green Consumption in Ghana: Exploring Memorable Tourism Experiences, Connectedness to Nature, and Environmental Awareness through the S-O-R Model

Purpose: This study examines the relationship between rural tourism and environmental awareness in Ghana. By focusing on memorable rural tourism experiences, it also explores factors that contribute to sustainable tourism practices and post-experience green consumption intentions. Design/methodology/approach: A survey was conducted with 350 individuals who have experienced rural tourism in Ghana. The Stimulus-Organism-Response (S-O-R) model is applied to explain the psychological mechanisms through which rural tourism stimulates memorable experiences, leading to cognitive responses and sustainable tourist behavior. Findings: The findings suggest that rural tourism in Ghana does not offer the same level of novelty or escapism for local tourists as it does for international or urban visitors. The familiarity limits its ability to inspire trans-formative environmental actions among locals. The research emphasizes the need for tailored marketing strategies, as local and international tourists respond to different approaches. There is significant potential to enhance environ-mental awareness and encourage sustainable behaviors by integrating sustainability practices and environmental education into rural tourism experiences. Research limitations/implications: The significance of the findings highlight contributions to tourism studies and sustainable development in the context of Ghana. It offers insights on how rural tourism can serve as a means of promoting green consumption and bridging the gap between environmental knowledge and action by cultivating environmental responsibility. Originality/value: This study addresses the geographic and contextual gap in rural tourism and environmental awareness research in Ghana. Using the S-O-R model, it explores how rural tourism experiences (stimulus) influence tourists' environmental awareness and behavior (response) through cognitive and emotional states (organism). The findings provide valuable insights for Ghana's tourism industry, guiding the packaging and marketing of rural tour-ism products to enhance environmental awareness, promote sustainable tourism practices, and support local econom-ic development.