289 ECONOMIC AND BUSINESS REVIEW | VOL. 22 | No. 2 | 2020 | 289-312
PAST, PRESENT AND FUTURE OF THE 
RESEARCH ON THE PRO-ENVIRONMENTAL 
BEHAVIOUR IN TOURISM: A BIBLIOMETRIC 
ANALYSIS
IANA BILYNETS
1
 Received: November 22, 2018 
LJUBICA KNEŽEVIĆ CVELBAR
2
 Accepted: May 9, 2019
ABSTRACT: Environmental sustainability is one of the key challenges humanity is facing 
today. Tourism is an invasive industry in terms of the damage it causes to the environment. 
An effective way to mitigate the negative environmental impacts of tourism is to shift tourist 
behaviour towards environmentally friendly behaviour. While there is a growing number 
of publications on tourist pro-environmental behaviour (PEB), this paper aims to overview 
the existing research in this area by applying a bibliometric analysis. Co-citations, keyword 
co-occurrences and bibliographic coupling are used to analyse the tourism PEB research and 
provide guidelines for the future.
Key words: pro-environmental behaviour, tourism, environment, bibliometric analysis, review.
JEL classification: Z32
DOI: 10.15458/ebr102
1 INTRODUCTION
Environmental sustainability represents one of the key challenges humanity is faced with 
today. In addition to the recent cases with global media coverage on the issue, such as 
the exponential growth of the amount of plastic in the ocean – the Great Pacific Garbage 
Patch (Lebreton et al., 2018), or reaching the point of no return for the glaciers melting 
(Marzeion et al., 2018), there is ample evidence about environmental degradation resulting 
from human activities. The consequences of such environmental degradation have had 
and will continue to have a direct impact on the quality of human life.
Major emissions on a global scale are related to the sectors of energy supply, agriculture 
and industry, however, the precise contribution of tourism to global pollution is more 
complicated to estimate. This is because tourism is assembled from different sub-sectors 
(Peeters & Dubois, 2010), and is at the same time recognized as the runner-up in terms of 
contributing to the global climate change (Gössling, 2013). More recent studies indicate 
1 Corresponding author, University of Ljubljana, School of Economics and Business, Ljubljana, Slovenia, PhD 
Student, e-mail: yanabilynets@gmail.com
2 University of Ljubljana, School of Economics and Business, Ljubljana, Slovenia, e-mail: ljubica.knezevic@
ef.uni-lj.si

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that tourism contributes around 8% of greenhouse gas emissions, which are expected to 
rise to 12% until 2025 (Lenzen et al., 2018).
The consumer lifestyle, behaviour and spending practices are critically important for 
sustainable transformations (IPCC, 2014), where individuals play a central role in the 
process of climate change mitigation (Gössling & Peeters, 2007; O’Brien, 2015). In the 
last 10 years, there has been a continuous growth in research on the pro-environmental 
behaviour in tourism. The pro-environmental behaviour (PEB) is the “behavior that 
consciously seeks to minimize the negative impact of one’s actions on the natural and 
built world” (Kollmuss & Agyeman, 2002, p. 240). The PEB research uses different levels 
of pro-environmental concepts, from pro-environmental beliefs to knowledge, attitude, 
intention, and also past, current, intended or actual behaviour (Diamantopoulos et al., 
2003).
The purpose of this paper is to identify the main topics of the ongoing discourse researching 
the PEB phenomenon. A bibliometric analysis is applied, allowing us to summarise a large 
amount of data and reflect on the existing and actual streams within the relevant literature.
The objectives of the paper are: 1) to identify the theoretical bases upon which the tourism 
PEB research is built; 2) to define the main sub-topics within the tourism PEB research 
and their change over time; 3) to determine the frontiers and current trends in the tourism 
PEB research; 4) to explore the directions for future research by reviewing the identified 
elements, relationships and gaps in the existing literature.
2. METHOD
A bibliometric analysis enables a quantitative approach to the literature overview. We use 
the bibliometric networks visualisation, or science mapping (Eck & Waltman, 2014), in 
order to explore the topic of PEB in tourism. This method provides an overview of the 
area by using a large number of sources. It compares the similarities in the references cited 
in the documents, or keywords extracted from a title, keyword list and abstract, and thus 
identifies the relationships between the documents. There are two types of documents, 
namely the primary ones (A, B; Figure 1), acquired by searching the database, and the 
secondary ones (a, b; Figure 1), cited in the reference list of the primary documents. The 
bibliometric network consists of nodes, i.e. publications or keywords in our analysis, and 
edges, i.e. links and relations between the nodes (Eck & Waltman, 2014). The distance 
between the nodes reflects the relatedness between them, while the size of the nodes points 
to the link strength. Further, link strength indicates either the number of cited references 
that the two publications share in the bibliographic coupling,  the number of publications 
that cite the two documents together in the co-citations, or the number of publications in 
which two terms occur together in the keyword co-occurrence analysis.

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So far this method has been underused in sustainable tourism research. We found few 
studies in the area that apply bibliometrics to reviewing the existing literature. Lu and 
Nepal (2009) analysed publications from the Journal of Sustainable Tourism in a 15-
year period (1993–2007). Ruhanen, Weiler, Moyle and McLennan (2015) provided a 
bibliometric analysis of their 25-year sustainable tourism research published in the four 
highest-ranking journals in the field.
In this paper, we apply three types of the bibliometric analysis, namely co-citation, 
bibliographic coupling, and keyword analysis. In the next step, we visualise the networks 
by using VOSviewer (VOSviewer - Visualizing Scientific Landscapes, 2018). These three 
methods are complementary and when applied together, they allow us to see the analysed 
area from a multi-angle perspective (Zupic & Čater, 2014). VOSviewer uses distance-based 
visualizations, where the distance between the nodes reflects the relatedness of the nodes. 
The software creates a normalized network and maps nodes in a two-dimensional space, 
where strongly related nodes are located nearby and the less related nodes are located 
further (Eck & Waltman, 2014).  The documents or terms (nodes) which occur together 
most frequently are then grouped in clusters. The latter are assigned by VOSviewer and 
indicated in different colours, while each node in the network is assigned to one cluster 
only (Eck & Waltman, 2014).
Figure 1: Principles of the co-citation and bibliographic coupling analysis 
Source: adapted from Vogel and Güttel (2013)
In co-citations, we analyse the clusters of the documents from the primary document 
reference list. Two documents (a and b in Figure 1) are co-cited when there is a third 
document (A) citing them. The result therefore shows the relationship between the 
secondary documents cited together and can be used to identify the theoretical basis of 

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the PEB research. These publications are often referred to in the primary documents. By 
analysing the clusters which are based on the frequency of the secondary documents being 
cited together, we are able to ascertain the topic that connects them. This method is a good 
way to identify the most influential and fundamental pieces of any research and serves as 
the foundation for new knowledge (Zupic & Čater, 2014). Due to the time needed for the 
publication process, the identified documents reflect the state of the researched field from 
a few years ago. In other words, the outcome changes over time, which means the same 
documents might or might not be cited in future research (Zupic & Čater, 2014).
The keyword analysis is used for identifying the content structure of the tourism PEB 
research and analysing the change in topics over time. Keywords are extracted from the 
title, keyword list and abstract. We apply the term co-occurrence with binary counting, 
which means the keywords are counted if they are present in a document, however, the 
frequency of the word occurrence in a particular document does not impact the outcome. 
The keywords occurring together most frequently are grouped in clusters. In order to 
see the change over time, the analysis connecting the keywords to the average year of 
publication during which this keyword occurs is used. This analysis helps to trace how the 
research focus gradually shifts over the researched time. 
T o analyse the trends in the current research, the bibliographic coupling analysis is applied. 
The bibliographic coupling principle is the opposite of the co-citations principle, namely, 
it defines the similarities between the primary documents (A, B) based on the shared 
references, i.e. secondary documents (a, b). The primary documents are mapped, which 
allows inclusion of the newest publications that have not yet been cited. This method is 
a good way to identify the most recent research. For this analysis of the tourism PEB 
research, a period of 5 years (2014-2018) was selected.
In the research, the Web of Science (WoS) database was used. In the WoS database, the 
publications on pro-environmental behaviour within the tourism context were searched 
for, where the search words entered were “*pro-environment* behavio*” AND “touris*” to 
allow the variation in spelling. As the search results were not complete, we manually added 
the relevant publications from the key authors we knew of from the previous literature 
review, since they were missing in the machine-generated database. Some publications 
were missing because of the use of different terms to describe pro-environmental 
behaviour. Further, we checked the titles and abstracts of all documents in the database 
and deleted the irrelevant ones. The database, containing the main information about the 
document, i.e. title, year of publication, authors, source, list of references, abstract and 
keywords, was then processed with VOSviewer which created network maps based on the 
similarities found between the reference lists or keywords.
In total, 205 primary documents were used in the co-citation and keywords analysis (173 
articles, 15 reviews, 7 proceedings, 6 book chapters, 3 editorials, and 1 book), and 142 
documents in the bibliographic coupling analysis (120 articles, 11 reviews, 7 proceedings, 

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3 book chapters, and 1 book). Papers in the field of PEB in tourism are mainly published in 
the Journal of Sustainable Tourism (46 publications), Tourism Management (20), Annals 
of Tourism Research (9), Journal of Travel Research (9), Current Issues in Tourism (7) and 
Journal of Environmental Psychology (6).
The clusters were interpreted with the help of the “human” content analysis of the 
documents. In other words, we read the documents and analysed them in terms of their 
contribution to the story of their clusters. In the continuation, we identified the main idea 
of each document as well as the features which the selected document shared with the 
other documents in the cluster. In order to do this, we created a table with a short summary 
on the method, theories, context and findings of the research for each document. When 
the common theme of the read documents was identified, the selected cluster was assigned 
a name.
3. RESULTS
3.1. Theoretical basis for the tourism PEB research
In the co-citation analysis, the documents cited by the articles found in the WoS database 
are clustered. In total, 209 primary documents, which contain 10,676 cited documents in 
their reference lists, were identified. Out of these 10,676 documents, 83 have ten and more 
citations; the results are mapped as four clusters in Figure 2.
Figure 2: Co-citation network visualization for tourism PEB

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General frameworks, normative drivers of PEB. The red cluster summarizes the most 
frequently used theories in the PEB research, namely the theory of planned behaviour 
(TPB) (Ajzen, 1991), value-belief-norm theory (VBN) (Stern, 2000), norm-activation 
model (NAM) (Schwartz, 1977), new environmental paradigm (NEP) (Dunlap et al., 
2000), and models combining certain components of these theories (Bamberg & Möser, 
2007) or frameworks (Kollmuss & Agyeman, 2002; Steg & Vlek, 2009) to encourage 
PEB. Clustering these publications together might be a result of them being included in 
the literature review section of the majority of the publications as the basis of the PEB 
research. In addition, the papers from the cluster pay particular attention to the role of the 
normative drivers of PEB (De Groot & Steg, 2009; Goldstein et al., 2008; Hunecke et al., 
2001).
Place attachment. The research in the green cluster is based on the place attachment by 
establishing the relationship between place attachment and pro-environmental behaviour. 
Place attachment is an attitudinal component that is closely related to the PEB intention, 
which leads to behaviour (Ramkissoon et al., 2012). This cluster analyses the engagement 
to PEB from the perspective of the sense of place (Jorgensen & Stedman, 2001; Stedman, 
2002) and place attachment. The main concepts researched are the place identity, place 
dependence, place affect and place social bonding (Ramkissoon et al., 2012), and PEB 
intentions (Ramkissoon et al., 2013) or general PEB (Halpenny, 2010). Scannell and 
Gifford (2010) suggest distinguishing between the natural and civic place attachment due 
to them having a different effect on PEB. Similarly, Williams, Patterson, Roggenbuck and 
Watson (1992) differentiate between an attachment to the place and to the wilderness, 
where the latter includes more emotional and symbolic meaning.
Attitude-behaviour gap. The blue cluster brings attention to the inconsistency between the 
expressed attitudes and actual behaviour, especially with regard to high-cost behaviours, 
such as transportation (Barr et al., 2010; Becken, 2007; McKercher et al., 2010). While 
people agree to small behavioural changes, e.g. participation in the compensation schemes, 
travel behaviour is unlikely to be significantly modified. Firstly, this is because travel 
behaviour is high-cost behaviour (Barr et al., 2010), and secondly, because people believe 
they have the “right to holidays”(G. Miller et al., 2010). An attitude-behaviour gap (Juvan 
& Dolnicar, 2014) or even an awareness-attitude gap (Hares et al., 2010) characterises PEB 
in tourism. Even the most highly aware individuals are unlikely to act pro-environmentally 
while on holidays (Barr et al., 2010; Juvan & Dolnicar, 2014; McKercher et al., 2010). 
Some researchers report low awareness (Hares et al., 2010), lack of practical strategies 
and declarative character of the goals for climate change mitigation (Scott et al., 2010), 
however, even those that are aware are unlikely to reduce their impact because they do not 
consider holidays to be associated with PEB, or justify their inaction by barriers such as 
the insignificance of the individual’s impact (Hares et al., 2010; Juvan & Dolnicar, 2014; G. 
Miller et al., 2010). 

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Segmentation of tourists according to their PEB. The yellow cluster focuses on the demand-
side activities to encourage PEB, applying a segmentation of tourists depending on their 
level of PEB. Visually it is located very close to the red cluster, which we interpret as a 
result of paying attention to frameworks and constructs, however, testing them in different 
contexts. Tourists are not homogeneous in their behaviour neither in the general PEB 
patterns nor in the transfer of PEB from home to the tourism context (Dolnicar & Grün, 
2009). For example, wildlife tourism or ecotourism often include pro-environmental 
actions as part of the offered experience, making such tours attract more pro-environmental 
tourists (Ballantyne et al., 2009, 2011). Nevertheless, even within this group, there are 
those who are initially more predisposed to PEB (Ballantyne et al., 2011). The approaches 
to segmentation differ, e.g. the use of value orientation associated with PEB (Fairweather 
et al., 2005), or environmental attitudes, moral obligations, travel patterns, as well as the 
context of PEB and personal characteristics (Dolnicar, 2010; Dolnicar & Grün, 2009; 
Dolnicar & Leisch, 2008). Another aspect highlighted in this cluster is the impact of 
environmental information and awareness. Knowledge and awareness are the basis for 
an intention which leads to behaviour (Hines et al., 1987). They also serve as a basis for 
the segmentation through which we distinguish people who are more likely to act pro-
environmentally from the people who are less likely to do so.
3.2. Key topics of tourism PEB and the shift in focus over time
In order to analyse the development of the pro-environmental behaviour research in 
tourism, we conducted the keyword co-occurrence analysis. We used the same database 
of publications as for the co-citations analysis, extracting the keywords from the title, 
abstract and keyword list of the primary documents. This resulted in 751 keywords in 
total, of which 101 were mapped as a network because they occurred three and more 
times. The keyword co-occurrence analysis was conducted in two steps. Firstly, we 
analysed the keyword co-occurrences by clusters in order to see which topics are present 
in the discussion of tourism PEB research (Figure 3). Then we analysed the same keywords 
in relation to the average year of the publications in which they appeared (Figure 4).  

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Figure 3: Keywords co-occurrence network visualization for tourism PEB
Six clusters in total were identified. The red cluster includes the predictors of PEB, 
which are theories, frameworks and constructs. The green cluster is about the tourist-
place relationship and focuses on place identity, place attachment and a sense of place 
elements. The dark blue cluster can be interpreted as nature connectedness, including 
also the concepts of environmentalism and conservation. The yellow cluster focuses on 
the PEB management and revolves around market segmentation and the strategies of the 
PEB implementation in hotels and organizations. The purple cluster describes tourism 
impact on climate change. The keywords used to explain this field of research are climate 
change paradigm, mobility, and behaviour change. Finally, the turquoise cluster is about 
ecotourism and represents protected areas and environmental education through tourist 
activities. 
Figure 4 provides an overview of the keywords to illustrate how the topics changed 
through time. Dark blue indicates the oldest, while red represents the newest publications. 
However, the year data have been omitted here.– As an average number, year is instead 
used to identify the sequence in which keywords were trending in the research, without 
connecting them to particular time periods. Colours on this graph do not represent 
clusters, but are rather used to demonstrate the average year of publication when the 
keyword occurred.

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Figure 4: Keywords co-occurrence network by average year of publication for tourism PEB
Initially, the research focus in PEB in tourism is related to ecotourism topics (blue dots), 
where pro-environmental activities are often part of the product. As a result, PEB is 
present mostly within this special-interest segment. With a focus on the behaviour in the 
protected areas and nature-oriented holidays, the attention further shifts to the problem of 
climate change, the role of the tourism industry in this issue, and a need for a broader view 
on the problem. Research further shifts to the managing of PEB and the consumer side 
of PEB (green dots). Next, local communities come into the focus of the research, adding 
social and economic behaviour to the PEB (yellow dots). Orange dots refer to the studies 
that use different interventions to trigger PEB in tourism. The most recent keywords (in 
red) show the focus on the destination-level approaches – encouraging PEB through the 
destination image, loyalty, and environmental education as a long-term strategy for PEB 
improvement.
We can also observe the change in the theories and constructs that are used to explain PEB 
in tourism by separating them from the rest of the keywords. Firstly, the research focuses 
on the environmental worldview (NEP), place satisfaction, values, and beliefs. Next, the 
attitudes, identity, norms and behaviour change become more prominent, which further 
shift the focus towards place attachment, PEB intentions, tourist satisfaction and social 
construction,  assigning the subjective, idealized meaning to the objective environments 
(Gifford et al., 2011). The latest topics indicate that social norms, anticipated pride, i.e. 
positive emotion that is evoked by the future outcomes, which is not yet experienced but 
influences behaviour (Onwezen et al., 2013), and decision-making concepts prevail in the 
more recent tourism PEB research.

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3.3. Frontiers in the PEB research 
The aim of the bibliographical coupling analysis is to discover the frontiers in the PEB 
research in tourism. The directions for future research can be predicted from the analysis 
of literature gaps. For the bibliographic coupling analysis, we limit the publications to the 
ones published in the last 5 years (2014-2018). A total of 142 publications were mapped 
and analysed after a preliminary check for the relevance to the topic. A minimal number 
of citations was set as 0 in order to add even the most recent papers to the analysis. The 
analysis resulted in five clusters presented in Figure 5.
Figure 5: Bibliographic coupling network visualization for the tourism PEB
Normative drivers of the PEB intention. The studies using norms to predict an intention 
to behave pro-environmentally are within the red cluster of Figure 5. The norm-based 
research covers different tourist types: convention goers, youth tourists, cyclists, social 
media users and their relation towards PEB (H. Han, Hwang, et al., 2017; H. Han, Kim, 
et al., 2017; H. Han & Hwang, 2017; H. Han & Hyun, 2018; W . Han et al., 2018), except 
Lin, Yu and Chang (2018) who study the managers’ perspective. Along with the social and 
personal norms, articles explore the role of the willingness to sacrifice (Doran & Larsen, 
2016; Landon et al., 2018), cognitive and affective triggers (Dolnicar et al., 2017; H. Han, 
Hwang, et al., 2017; H. Han & Hwang, 2015; H. Han & Hyun, 2018) and habits (H. Han 
& Hyun, 2018). Mostly, researchers use pro-environmental intention as the dependent 
variable with only a few using behaviour (Cvelbar et al., 2017; Dolnicar et al., 2017). 
Dolnicar et al. (2017) find that pro-environmental appeals do not help to improve PEB 
in hedonic tourism contexts. To this end, they suggest motivating tourists for PEB with 
more tangible benefits. Cvelbar et al. (2017) use the segmentation approach to identify the 

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most pro-environmental tourists in the hotel and suggest that domestic tourists act more 
pro-environmentally because they feel more responsible for the environment of their own 
country, which can also be related to the normative impacts.
Justification for not acting pro-environmentally. The green cluster includes studies describing 
the gap between PEB awareness, intention and pro-environmental behaviour. Therefore, 
while norms are good predictors of intention, they do not fully transfer into the actual PEB 
due to either objective reasons, such as a lack of the infrastructure or subjective self-excuses 
(Juvan & Dolnicar, 2014) and a complete denial of the consequences of behaviour (Hall et 
al., 2015). In addition, this cluster highlights that in the vacation context people are more 
likely to justify not acting pro-environmentally (Juvan & Dolnicar, 2014; V aske et al., 2015). 
Moreover, León, Araña, González, & De León (2014) perform tourist segmentation based 
on their willingness to pay a lower price for a tourist product and consequently be exposed 
to higher risks of climate change impacts. The gap between the willingness to accept and 
the willingness to pay depends on the type of the risk and socioeconomic characteristics 
of a tourist, but generally demonstrates the endowment effect, in other words, tourists 
value their losses more than they are willing to pay to avoid them (Kahneman & Tversky, 
1979; Thaler, 1980 in León et al., 2014, p. 851). Further, Horng and Liaw (2018) find that 
scientific information about tourist behaviour consequences have a better effect on the 
PEB intention than appeals with the shared responsibility for the environment. Authors 
attribute this to “social loafing” , which denotes putting fewer efforts in the collective action 
compared to acting individually (Karau & Williams, 1993 in Horng & Liaw, 2018, p. 2). 
Different stakeholders and PEB. The purple cluster takes the perspective of different 
stakeholders in relation to PEB in tourism. Studies aim to offer the supply-side actions 
and actions, related to corporate social responsibility to encourage PEB. Chou (2014) 
and Wells, Taheri, Gregory-Smith and Manika (2016) cover the studies from the tourism 
employee perspective. Those studies mainly focus on personal norms, awareness and the 
knowledge of environmental issues and self-efficacy, offering the CSR actions to improve 
employees’ micro-level PEB. For residents in tourist sites, personal norms are the strongest 
predictor of self-reported PEB (Zhang et al., 2014), while a study involving tourists in a 
national park shows that egoistic values negatively impact the environmental concern. 
Imran, Alam and Beaumont’s (2014) study includes multiple stakeholders of the national 
park, from local communities, protected area authorities, tourism enterprises to tourists, 
in order to demonstrate that stakeholders differ in their value orientation towards the 
environment and the intention to engage in PEB.
Environmental awareness. The yellow cluster in Figure 5 describes informational strategies 
focusing on emotional connectedness, awareness, knowledge and education. T o encourage 
PEB (intention), the interventions that educate tourists about wildlife and appeal to 
tourists’ emotions are used during and after the visit (Jacobs & Harms, 2014; Wheaton 
et al., 2016). Teng, Horng, Hu and Chen (2014) explore the level of energy and carbon 
literacy of hotel employees and suggest evoking affective and attitudinal responses by the 
organizational culture. Miller et al. (2015) offer the concept of tourist social responsibility, 

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which means tourists’ readiness to take action instead of waiting passively for good 
conditions to perform PEB. Social responsibility requires a high level of awareness and 
strong motivation to act regardless of the obstacles.
Place attachment. Similarly to the co-citation analysis, bibliographic coupling also has 
a separate cluster (blue in Figure 5) for the human-environment relationship. Place 
attachment develops as a result of the experience with a place (Beery & Wolf-Watz, 2014; 
Buonincontri et al., 2017; Wolf et al., 2015) and it helps to turn the concern for the abstract 
concepts of “environment” or “nature” into more practical steps to preserve a particular 
place (Beery & W olf-W atz, 2014). While place attachment is more strongly related to place-
specific behaviours, studies also report its impact on the general PEB (e.g. Buonincontri et 
al., 2017). The cluster includes testing a relationship of the place attachment and the PEB 
components in different contexts: marine and coastal environments (Tonge et al., 2015), 
cultural heritage sites (Buonincontri et al., 2017), outdoor and nature-based tourism 
(Beery & Wolf-Watz, 2014), guided tours in national parks (Wolf et al., 2015), coastal litter 
and communities in tourist destinations (Kiessling et al., 2017), and cultural tourism in 
an island destination (Ramkissoon, 2015). All of the above are nature-based tourism or 
activities in protected areas. 
4. DISCUSSION AND CONCLUSION
The bibliometric analysis applied in the research allowed us to overview the existing 
tourism pro-environmental behaviour literature. Firstly, we identified the most influential 
publications with the co-citation analysis. The latter is represented mostly by norm-based 
theories and frameworks applied to the tourist PEB, attitude-behaviour gap, segmentation 
and place attachment topics. Secondly, the analysis of the keywords demonstrated a shift 
in the topics over time. Based on the analysis, it can thus be concluded that PEB is no 
longer limited to a niche product such as ecotourism, but instead represents a switch to a 
sustainable development approach for the whole industry. Moreover, the most recent topics 
highlight the importance of environmental awareness, education and the development of 
the tourist-place relationship, which would enhance the quality of the interaction with 
a destination and thus stimulate PEB. Thirdly, bibliographic coupling summarizes the 
ongoing discussion in the tourism PEB. Some cluster topics are similar to those from the 
co-citation analysis, e.g. place attachment and normative drivers of PEB, and it is these that 
can therefore be considered as the core of the tourism PEB research.
A very limited set of theories has been used in the PEB tourism research to date. The 
most prominent are the theory of planned behaviour (Ajzen, 1991), the value-belief-norm 
theory (Stern, 2000) and the norm-activation model (Schwartz, 1977). These theories are 
framed by self-concept motives and are norm-driven. Self-concept motives make people 
feel good about themselves when doing good (Khan & Dhar, 2006). This means acting 
green is more appealing than acting greedy (Bolderdijk et al., 2013) and leads towards 
longer-lasting behavioural changes. This stream of literature emphasises the importance 

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of norms, values and attitudes in driving PEB, which is undoubtable. In addition, studies 
focusing on awareness and education as predictors of PEB are part of the norm-driven 
body of research.
Yet tourism is driven by desire to experience pleasure and is inherently hedonic. This 
stands in contrast to behaviours associated with responsibility. Moral norms as stimulators 
of PEB may have limited potential in the context of tourism (Dolnicar et al., 2017). This 
means that in addition to targeting self-concept motives, future research should pay more 
attention to other frames. A potential avenue can be the area of research investigating how 
to make PEB more pleasurable for tourists (Steg et al., 2014). Another stream of research 
that can bring new insights into the PEB tourism research is the focus on self-interest 
motives. The latter aim to maximise personal utility or benefits (Bolderdijk et al., 2013), 
emphasising that humans are willing to change their behaviour in exchange for personal 
benefits or rewards. Saving water or electricity on holidays would not reduce the costs 
of tourism services, so there is no incentive to behave environmentally friendly during 
holidays. And since so little is known about the efficiency of reward-driven or self-interest 
approaches in tourism, new knowledge in this area would be beneficial to both tourism 
research and businesses.
Another theoretical frame underused in tourism is the choice architecture focused 
on defaults (Thaler & Sunstein, 2008) in which individuals do not have to take actions 
regarding a particular choice. If a choice was green and not grey, we would record more 
environmentally friendly behaviours in tourists. More research using choice architecture 
would  provide fresh knowledge in PEB predictors in tourism.
Furthermore, very few studies measure actual behaviour. In most of the cases, PEB 
intentions are used. The intention is easier to measure, however, given the high social 
desirability bias of pro-environmental questions, research cannot rely solely on the self-
reported pro-environmental intention (Gifford & Nilsson, 2014). That is why future 
PEB research should focus more on measuring real behaviour rather than behavioural 
intentions.
Place attachment has proven important in explaining tourist PEB. In both the co-citation 
and bibliographic coupling analyses, we see that the place attachment clusters are spatially 
separated from the rest of clusters which are more compact. This can be attributed to 
the use of different theoretical bases, i.e. the nature connectedness and place attachment 
theory rather than the self-concept motives (e.g. the theory of planned behaviour or 
value-belief-norm theory). Also, such separation on the graph can be interpreted by use 
of the place attachment concept for the tourist PEB research in the natural areas, rather 
than all over the entire tourism contexts. The research on place attachment covers mostly 
nature-based tourism and protected areas, and is for that reason very likely to lead to 
biased results. In the future, the place attachment frame has potential to be applied beyond 
the protected area research (e.g. Buonincontri et al., 2017). Developing a meaningful 

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connection with a place could be used in many destination types to motivate tourist PEB. 
Future research should in addition focus on the segmentation studies identifying which 
socio-psychographic segments show high place attachment and could be stimulated to 
change their behaviour towards the environmentally-friendly one.
The role of the individual is crucial for climate change mitigation, and moreover, for 
the top-down governmental initiatives (O’Brien, 2015). However, the main goal is to 
use individual behaviours in order to stimulate collective changes in the society in the 
direction of climate change mitigation. A one-person activism does not necessarily stay 
on the individual level but may instead grow into a grassroots initiative, later becoming 
a political agency. This can be used to minimise the barrier of the insignificance of an 
individual’s action either by providing access to the information about the summarised 
impact or connecting to the network of similar-minded people, serving as support and 
inspiration. The effect has already been demonstrated in political and social movements, 
pro-environmental initiatives, e.g. the ban on plastic straws (No Straw Please — Plastic 
Pollution Coalition, n.d.), outdoor community advocating against climate change (Protect 
Our Winters, n.d.), and numerous local initiatives aimed to protect the environment. 
With this approach an individual change of behaviour grows into a collective behavioural 
change, which is the ultimate goal. This could be achieved through a set of normative 
suggestions (policy implications) for an improved, sophisticated, experimentally- and 
behaviourally-informed policy intervention in tourism. The behavioural biases and 
patterns identified in the PEB research offer new insights into our understanding of the 
effects of different incentive streams and inducement mechanisms on the real human 
behaviour in a daily decision-making process. In the future, research should also focus 
on providing a normative set of suggestions for governments and tourism organisations 
based on advanced knowledge obtained from the behavioural PEB studies. Despite 
offering new insights into the field of the PEB research, this paper nevertheless has certain 
limitations. One of the limitations is the fact that only papers available in Web of Science 
were used, meaning the work published outside this database is not included in the study. 
Besides, as the selection of the search keywords could have impacted the results, our 
initial database did not include some of the important research work in the field, which 
were consequently added manually. A database search should therefore be supported by 
a search of the relevant publications through a traditional literature review. As regards 
the bibliometric method, it has its limitations. Although the method is based on the 
quantitative analysis, the interpretation of the clusters could lead to biased and subjective 
arguments. Another limitation is that due to the lag in citation, some important works 
may be underrepresented in the analysis. Based on this experience, we believe that for 
the future research a combination of the traditional literature review with software-aided 
methods would be the most appropriate and holistic approach to accessing and reflecting 
on the existing body of knowledge.

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