Individuals’ intentions to engage in last chance tourism: applying the value-belief-norm model

Abstract

For tourism to be entirely sustainable, one cannot travel. This is impossible. This paradox is particularly evident within last chance tourism (LCT), where tourists, seeking experiences with vanishing animals and land/seascapes, can accelerate the decline of those very attractions. Though recent studies hint that those with the highest intentions to visit LCT destinations are also some of the most concerned with climate change, no study has assessed the psychological drivers that may help explain why individuals are increasingly engaging in this paradox. Drawing on the VBN model, this research examines a theoretical framework to assess the psychological drivers behind individuals’ intention to engage in environmentally responsible behavior while traveling and, ultimately, their desire to participate in LCT. Results reveal that a set of environmentally referent cognitions (i.e., values, environmental worldview, awareness of consequences, and ascription of responsibility) lead to personal norms activation, which then influence tourists’ intent to behave in pro-sustainable ways and, ultimately, individuals’ intentions to engage in LCT. Findings are important as they further confirm the benefits of using VBN theory within an LCT context. For practitioners, this research strengthens the appeal of sustainable tourism operations to secure business and receive positive word-of-mouth from potential LCT tourists.