The results show that perceived value, satisfaction and activity involvement can promote environmentally responsible behavior of tourists. While perceived value directly affects environmentally responsible behavior, satisfaction and involvement play the roles of partial mediators in the behavioral model. Thus, enhancing tourist's value perception about the eco-travel activity is the first in a sequence of steps that would strengthen environmentally responsible behavior via increasing the ecotourist's activity involvement and satisfaction levels. Finally, the implications for the key stakeholders in the ecotourism industry are discussed.