ABSTRACT
There is increasingly widespread recognition that most environmental problems are caused by human behaviours and thus can be mitigated by changing such behaviours (Oskamp 2000; Takahashi 2009). Major changes in individual and public behaviours and values are therefore regarded as integral to long-term sustainable tourism (Hall 2013; Higham, Cohen, Peeters & Gössling 2013; Oskamp 2000; Peeters 2013; Takahashi 2009). For example, with respect to tourism and climate change, tourists are the part of the tourism system that by their capacity to change their behaviours rapidly are the most easily adaptable to impacts of climate change (Gössling et al. 2012; Scott et al. 2012). Therefore, there is increasing research into how to best achieve behaviour change and what variables (e.g. attitudes, beliefs, social contexts) are the most important determinants of such change (McKenzie-Mohr 2000; Oskamp 2000).
