Examination of Tourists’ Perception of Carbon Neutral Tourism: Application of Norm Activation Model (NAM)

Purpose - The main objective of this research is to examine tourists' behavior in carbon neutral tourism. To understand tourists' perception and behavior, the study applied the Norm Activation Model(NAM) with four hypotheses.Design, data, and methodology - The study collected data from tourist destinations using a survey questionnaire distributed to visitors. A total of 347 usable responses were analyzed.Result - The results indicated support for all four hypotheses; awareness of consequences influenced ascription of responsibility(H1); awareness of consequences affected on personal norm(H2); ascription of responsibility influenced personal norm(H3); and personal norm positively influenced the intention to engage in carbon-neutral tourism(H4).Conclusions - Despite the importance of carbon neutrality, only few studies have been conducted in the tourism industry. The results of this study enrich our knowledge of carbon-neutral tourism from the perspective of tourists.