The impact of environmental concerns on the intention to participate in green tourism

Environmental pollution is increasing in the world. This situation causes an increase in the level of concern for the environment in individuals. For this reason, sustainability has become important in the tourism sector as in other sectors. Changes have also started to occur in the preferences of consumers who are sensitive to the environment. For this reason, this study investigates the effect of environmental concern on attitude towards green tourism and intention to participate in green tourism. For this purpose, data were collected by questionnaire from 394 consumers living in various provinces of Turkey. As a result of the structural equation model analysis, it was determined that environmental concern has a significant positive effect on attitude towards green tourism. It was found that attitude towards green tourism has a significant positive effect on intention to participate in green tourism. As a result of the process macro analysis, it was determined that attitude towards green tourism has a high mediating role in the effect of environmental concern on intention to participate in green tourism. According to the research findings, recommendations were made to the sector, policy makers and researchers