Chinese Tourists’ Perceptions of Climate Change and Mitigation Behavior: An Application of Norm Activation Theory

Abstract

Abstract:It is well recognized that tourism development is a prominent contributor to climate change, but is also a "victim" of climate change. Therefore, to mitigate climate change is of great importance for the sustainability of tourism. Yet extant studies regarding tourism and climate change tend to be dominated by a supply-side stance, albeit the core role of the tourist in the tourism industry. While researchers are increasingly adopting a tourist perspective, few seek to understand the linkage between climate change and tourists' specific mitigation behaviors in a tourism context; this is especially so in China. This study investigates the impact of Chinese tourists' perceptions of climate change on their mitigation behaviors based on norm activation theory. Drawing on 557 self-administrated questionnaires collected in China, it finds that tourists' perceptions of climate change and perceived contribution of tourism to climate change both positively affect energy saving and carbon reduction behavior in tourism. Yet, compared with perceived contribution of tourism to climate change, tourists' perceptions of climate change are found to be a much stronger predictor for energy saving and carbon reduction behavior. Therefore, it suggests that tourists' perceptions of climate change in a general context is more strongly related to climate change mitigation behavior in tourism, calling for attention to go beyond the tourism context to alleviate the negative impacts of tourism on climate change.

Determinants and Mechanisms of Tourists’ Environmentally Responsible Behavior: Applying and Extending the Value-Identity-Personal Norm Model in China

“…Secondly, this study found TERB was significantly influenced by tourists' PN. As a result, managers should effectively activate tourists' PN by the diverse channels based on norm activation theory [26]. Finally, if government authorities would like to motivate TERB, they should enhance tourists' BV and ESI, since the results showed that BV and ESI had an indirect effect on TERB through ESE or PN.…”

“…Previous studies on the reasons for TERB were mainly divided into three aspects: the tourists' demographic characteristics (including gender, age, education, and income) [13][14][15][16], the tourists' psychological cognitive and emotional factors (e.g., environmental knowledge, environmental commitment, environmental sensitivity, place attachment, and travel experience) [8,[16][17][18][19][20], and situational factors (e.g., social and subjective norms) [7,21,22]. Besides, several theoretical frameworks, such as the theory of reasoned action (TRA) [23,24], the theory of planned behavior (TPB) [7,21,25], the norm activation model (NAM) [22,26], and the value-belief-norm (VBN) theory [27,28], have been used to understand the mechanisms of TERB. Although these studies contribute to the understanding of the causes and mechanisms of the formation of TERB, little research has been conducted in the Chinese context.…”

Examining Public Concern about Global Warming and Climate Change in China

“…60Qiao and Gao 2017; Tvinnereim, Liu and Jamelske 2017; Wang, Xiao 2017; Xue et al 2018; Yu et al 2013.…”

Energy consumption, institutional quality and tourist arrival in Pakistan: Is the nexus (a)symmetric amidst structural breaks?

“…Tourism contributes significantly to emissions (Alola & Alola, 2018; Nathaniel & Iheonu, 2019; Qiao & Gao, 2017; Tang, Zhong, & Ng, 2017; Zhang & Liu, 2019). Also, the link between tourism and energy use have been well echoed in the literature (Dogan, Seker, & Bulbul, 2017; Katircioğlu, 2014a; Katircioğlu, 2014b; Katircioglu, Feridun, & Kilinc, 2014; Lee & Brahmasrene, 2013).…”