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What Drives the Eco-Friendly Tourist Destination Choice? The Indian Perspective

Author

Listed:
  • Marek Nowacki

    (Institute of Applied Sciences, WSB University in Poznań, 61-895 Poznań, Poland
    All authors contributed equally to this work.)

  • Yash Chawla

    (Department of Operations Research and Business Intelligence, Wrocław University of Science and Technology, 50-370 Wrocław, Poland
    All authors contributed equally to this work.)

  • Joanna Kowalczyk-Anioł

    (Faculty of Geographical Sciences, Institute of Urban Geography, Tourism Studies and Geoinformation, University of Łódź, 90-142 Łódź, Poland
    All authors contributed equally to this work.)

Abstract

Although eco-friendly (pro-environmental) behaviour in tourism has attracted interest among practitioners and scholars, little is known about the influence of these attitudes on the choice of eco-friendly destinations, especially in the context of emerging tourist markets such as India. Thus, this article aims to verify a model of the relationships between attitudes towards the environment and eco-friendly tourism, social and personal norms regarding environmentally responsible behaviour, perceived behavioural control, behavioural intentions regarding eco-friendly destinations and the willingness to pay for such trips using the theory of planned behaviour. The study used an online survey conducted with 598 Indians. The relationships between the variables were analysed using PLS-PM. The most important results indicated that (1) there are significant relationships between the attitude towards the environment, the attitude towards an eco-friendly destination, social and personal norms and behavioural control and intentions regarding travelling to eco-destinations and (2) well-educated young Indian consumers expressed a positive attitude towards eco-friendly destinations; however, there was only a very weak relationship between this attitude and willingness to pay more for trips to them. These findings are valuable for pro-environmental planning and the growing green market/economy, as well as for the discussion on the future of pro-environmental tourism development.

Suggested Citation

  • Marek Nowacki & Yash Chawla & Joanna Kowalczyk-Anioł, 2021. "What Drives the Eco-Friendly Tourist Destination Choice? The Indian Perspective," Energies, MDPI, vol. 14(19), pages 1-16, September.
    • Handle: RePEc:gam:jeners:v:14:y:2021:i:19:p:6237-:d:647535
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    1. Agata Balińska, 2022. "Analysis of Consumer Pro-Environmental Behavior—The Context of Scientific Research," Energies, MDPI, vol. 15(8), pages 1-3, April.
    2. Gf, Sujood & Siddiqui, Samiha & Bano, Naseem & Hamid, Sheeba, 2022. "Travelling to Tourism Destinations through the lens of Sustainability: An extended TPB Model to predict behavioural intention of Gen Z Consumers," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(3), pages 172-189.
    3. Abdullah Tarinc & Gozde Seval Ergun & Arif Aytekin & Ali Keles & Ozlem Ozbek & Huseyin Keles & Ozgur Yayla, 2023. "Effect of Climate Change Belief and the New Environmental Paradigm (NEP) on Eco-Tourism Attitudes of Tourists: Moderator Role of Green Self-Identity," IJERPH, MDPI, vol. 20(6), pages 1-27, March.
    4. Azhar, Mohd & Hamid, Sheeba & Akhtar, Mohd Junaid & Subhan, Mohammad, 2022. "Delineating the Influence of Social Media Use on Sustainable Rural Tourism: An Application of TPB with Place Emotion," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(4), pages 292-312.
    5. Marek Nowacki & Joanna Kowalczyk-Anioł & Yash Chawla, 2023. "Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India," Sustainability, MDPI, vol. 15(10), pages 1-17, May.

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