Title: Examining the attitude-behaviour gap: barriers to sustainable tourism from a developing country, India

Authors: Sarath Chandra Kanth Pedapalli; Bharti Gupta

Addresses: Department of Tourism and Travel Management, Central University of Jammu, J2M7+P5P, Bagla, Suchani, Jammu and Kashmir, 181143, India ' Department of Tourism and Travel Management, Central University of Jammu, J2M7+P5P, Bagla, Suchani, Jammu and Kashmir, 181143, India

Abstract: Although individuals may engage in pro-environmental behaviours daily, these attitudes do not always translate into sustainable actions during vacations. Numerous studies have explored this discrepancy, primarily in developed nations. Less attention has been given to whether it exists among eco-conscious individuals from developing countries, where climate change and structural challenges are deeply entrenched. This research examines whether an attitude-behaviour gap exists among eco-activists in the Indian travel context and whether its factors align with those in developed countries. The study employed an interpretative approach with 27 in-depth interviews. The results revealed a gap between participants' pro-environmental concerns and their travel choices, reflecting barriers reported in developed nations. However, additional barriers, such as safety and seasonality concerns, emerged in the Indian travel context. The findings emphasise the need for targeted policy interventions in tourism planning and governance to tackle structural barriers and advance sustainable travel behaviours.

Keywords: attitude-behaviour gap; sustainable tourism; eco-conscious travellers; structural barriers; India.

DOI: 10.1504/IJTP.2025.149770

International Journal of Tourism Policy, 2025 Vol.15 No.5, pp.395 - 411

Received: 15 Mar 2025
Accepted: 05 May 2025
Published online: 12 Nov 2025 *

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