447 KB53 KB201020262025Fuchs, Kevinletnik:18številka:2str. 183-196, 223DOI:10.26493/2335-4194.18.183-196ISSN:1855-3303COBISSID_HOST:281412099URN:URN:NBN:SI:doc-XZDH4ADEenUniversity of Primorska PressAcademica turisticacognitive dissonancegreen tourismkognitivna disonancaokolju prijazna potovanjapro-environmental travelrazkorak med vrednotami in vedenjemsustainable tourist behaviourtrajnostno vedenje turistovvalue–behaviour gapzeleni turizemAn innovative lens on green tourism| a narrative review of cognitive dissonance in sustainable tourism development|Despite growing concern over sustainability, value–behaviour inconsistencies re main widespread in tourism, highlighting a need for conceptual clarity. Therefore, an inductive thematic synthesis was utilized to analyse how cognitive dissonance is conceptualized, triggered, and resolved across various green tourism contexts. Three thematic main strands emerged: (1) value–behaviour inconsistency, (2) green identity and group influence, and (3) situational constraints and greenwashing. Tourists often maintain a green self-image despite contradictory behaviour, influenced by group norms, destination cues, and infrastructural limitations. The findings highlight that destination managers and marketers must reduce behavioural friction and ensure that sustainability claims are authentic and actionable. Theoretically, the review contributes a conceptual map of cognitive dissonance in green tourism, highlighting how dissonance emerges and is managedTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaZaložba Univerze na Primorskem