Abstract
ABSTRACT Global nations strategically aim to embrace net-zero transformations that warrant active involvement from tourists to drive radical change (i.e. readiness for net-zero tourism) at host destinations. The present study aimed to clarify tourists' intentional readiness for net-zero tourism by using the costly-signaling theory and the knowledge-attitude-behavior model. The findings based on a representative sample (N = 430) of tourists in Turkiye demonstrated that subjective environmental knowledge and eco-literacy significantly boost intentional readiness for net-zero tourism. This effect intensifies when net-zero practices are perceived as conspicuous. Interestingly, greenwashing perception negatively moderated the influence of subjective environmental knowledge on intentional readiness for net-zero tourism.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
