This study aims to develop the concept of Self-Social Engineering in the context of tourism, focusing on tourists’ pro-environmental behavior. By integrating psychological theories such as Environmental Psychology Theory, Theory of Planned Behavior, and Norm Activation Theory, the purpose of the investigation was to determine the extent of the direct influence of independent variables of perceived environmental quality, attitude, subjective norm, and perceived behavioral control on self-social engineering and indirect influence of them through intention to engage in environmentally responsible behavior. The structural analysis results from a sample of 191 visitors indicated that the unified model demonstrates a satisfactory predictive capability for self-social engineering. The results show that self-social engineering is critical in encouraging pro-environmental behavior. In addition, this study also highlights the importance of improving individuals’ attitudes and perceptions regarding their ability to carry out pro-environmental actions. The implications of this study are the need to develop effective communication strategies to cultivate environmental conservation values and provide adequate facilities and support to facilitate tourists in carrying out environmentally friendly actions.