Eco-wise travels: cultivating regenerative tourism through eco-literacy, net-zero commitment and pro-environment attitudes

Abstract

Purpose This study aims to investigate the interaction of eco-literacy, pro-environmental behavior and net-zero commitment in developing destination-focused intentions toward regenerative tourism. This paper seeks to address key gaps in the existing literature on regenerative tourism and attempts to present a more vital understanding of how individual-level variables, such as pro-environmental attitude, are likely to mediate the relationship between eco-literacy and intentions toward regenerative tourism. This study accordingly highlights the significance of these factors for developing regenerative tourism as a strategic key in destination management. Design/methodology/approach This study used PLS-SEM to collect data from 434 tourists at popular Omani destinations, using an online survey disseminated through a QR code. Findings The findings revealed a positive and significant impact of eco-literacy on pro-environment attitude, pro-environment attitude on regenerative tourism intention and regenerative tourism intention on tourism development. It can be inferred that net-zero commitment concern strengthens the positive association between pro-environment attitudes and regenerative tourism intentions. It is revealed that pro-environmental attitudes help to safeguard the association between eco-literacy and regenerative tourism intention. Interestingly, regenerative tourism intentions partially mediate the effect on pro-environmental attitudes and tourism development. Practical implications This study formulates strategies for developing regenerative tourism. To do this, decision-makers should prioritize reducing carbon footprints by adopting net-zero commitment initiatives, such as improved waste management systems and environmentally friendly transportation infrastructure. Originality/value This study uniquely integrates eco-literacy, pro-environmental attitudes and net-zero commitment concerns to explore their influence on regenerative tourism intentions, providing a comprehensive conceptual model and practical insights for sustainable tourism development, particularly within the Omani expanding tourism sector.