Evaluating Culturally-Focused Travellers’ Climate-Adapted Behaviour

Tourism is widely regarded as one of the sectors that significantly contributes to climate change. Appropriate action, in terms of adaptation and mitigation, is being taken and applies both to the introduction of regulations and systemic solutions as well as to initiatives related to the provision of services by the tourism sector. In addition, research shows that tourists’ activities and behaviour can determine their willingness to engage in climate-adaptive solutions. Characteristics, such as previous experience or the type of tourism practiced, can influence a more environmental responsible attitude among travellers. Based on the quantitative research conducted in the Vestland county of Norway, this study aims to identify travellers’ climate-adaptive behaviour among culturally-focused visitors. Qualitative content analysis and data aggregation led to the development of the Travellers’ Climate-Adaptive Behaviour Index. The results show that travellers who are interested in cultural activities are more engaged and driven to participate in climate-adaptive actions within society compared to others. The conclusions indicate that more investigation and attention from policymakers and researchers are needed to fully utilize the potential of cultural tourism in enforcing climate related actions.