Tourists' Carbon-Neutral Intentions and Willingness to Pay Tourism Carbon Tax: Integrating the Climate Change Risk Perception Model and Attitude Framework

초록

This study developed an integrated framework that combines the climate change risk perception model and the risk perception attitude framework to explain tourists' carbon-neutral behavior. Data were collected from 300 Korean tourists via an online survey conducted in June 2025, and structural equation modeling was conducted. The results show that experiential processes strongly influence perceived risk, whereas cognitive and sociocultural factors enhance efficacy beliefs. Perceived risk and efficacy beliefs increase the intention to engage in carbon-neutral tourism, and efficacy beliefs directly affect the willingness to pay a tourism carbon tax. Moreover, the intention to engage in carbon-neutral tourism is a key predictor of financial commitment. These findings highlight the psychological pathways driving pro-environmental behavior and provide theoretical and managerial implications for promoting carbon-neutral tourism.

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