Attitudes Toward Responsible Tourism and Behavioral Change to Practice it: A Demand-Side Perspective in the Context of Italy

This article profiles consumers based on their attitude toward different practices of responsible tourism, the extent to which they behave consistently with these attitudes, and, finally, the behavioral change they need to make to adopt those practices. Qualitative research informed the development of the quantitative study of a sample of Italian tourists self-selected as being responsible. Factor analysis identified the underpinning dimensions of what is meant by responsible tourism, and these factors were used to profile the respondents. The results of cluster analysis identified three different clusters with different levels of commitment and, especially, consistency between attitude and behavior.