Effect of Climate Change Belief and the New Environmental Paradigm (NEP) on Eco-Tourism Attitudes of Tourists: Moderator Role of Green Self-Identity

This research has been conducted to determine the effect of tourists’ beliefs of climate change on the NEP and ecotourism attitudes. In addition to this purpose, the moderator role of green self-identity in the effect of the NEP on ecological attitudes has also been examined. The research data were obtained from the tourists visiting the Alanya destination, which is one of the centers that attract the most tourists in Turkey. When the results of the research were examined, it could be determined that the belief in climate change is effective on all dimensions of the NEP, and similarly, all dimensions of the NEP have also affected the tourists’ ecological attitude. Further, green self-identity has a moderator role in the effect of ecocentric and anthropocentric sub-dimensions on eco-tourism attitudes. As a consequence of the findings, a number of theoretical and practical implications have been developed for sector managers, destination management organizations, and academicians.