Edited by Haywantee Ramkissoon, Fellow of the Peer Review College, British Academy of Management, UK; Fellow of the Royal Geographical Society, UK; Professor, School of Management, College of Business & Law, Adelaide University, Australia; Distinguished Visiting Professor, School of Tourism and Hospitality, College of Business and Economics, University of Johannesburg, South Africa and Visiting Professor, Centre for Sustainable Societies, Taylor’s University, Malaysia

'Haywantee Ramkissoon presents a remarkable collection of contributions from experts in the field. Infused with strong conceptualizations, theory and good science, the Handbook on Tourism and Behaviour Change presents an excellent case for why the tourism industry needs to evolve to thoroughly address today's societal and sustainability challenges. This is a must-have book.'

• Contents:1 Introduction to the Handbook on Tourism and Behaviour Change 1 Haywantee Ramkissoon PART I SETTING THE SCENE 2 Triggering behaviour change in tourists to make their vacation more environmentally sustainable 21 Csilla Demeter and Sara Dolnicar 3 Transformative experience as triggering behavioural change 36 Sandhiya Goolaup PART II UNDERSTANDING BEHAVIOURS AND TOOLS TO PROMOTE BEHAVIOUR CHANGE FOR SUSTAINABLE TOURISM 4 Zoos and behaviour change 51 Liam Smith 5 Using persuasive communication to promote sustainable recreational use of an ocean beach 64 Betty Weiler, Kay Dimmock and Kirin Apps 6 A methodological contribution to promote behavioural change: a tourism sector focus 81 Arash Akhshik, Hamed Rezapouraghdam and Haywantee Ramkissoon 7 Beyond Saint Greta: Generation Z and sustainable tourism behaviours and practices 98 Siamak Seyfi and C. Michael Hall 8 Understanding tourist behaviour of millennials: the effect of social media 110 Sevinc Goktepe and Mert Öğretmenoğlu 9 Behaviour change in travel and transport for sustainable visitor development: the example of Buxton, UK 122 Peter Wiltshier 10 Social marketing as a behaviour change strategy to increase tourists’ pro-environmental behaviour 138 M. Bilal Akbar, Iride Azara, Alison Lawson and Barbara Tomasella 11 Moral disengagement as a tool to reduce negative tourist behaviour 156 Taran Jorgensen and Ina Reichenberger 12 Changes in travel expenditure: a macro view on Chinese tourists 170 Irene Cheng Chu Chan, Jing Ma and Rob Law 13 Changing the traveller’s behaviour using sustainability communication: effects of message appeal and message authorship 182 Yangyang Jiang, M.S. Balaji and Payal Kapoor 14 Green entrepreneuring in tourism experience design for behaviour change 198 Giovianna Bertella and Michele Legernes PART III BEHAVIOUR CHANGE AND GOVERNANCE IN TOURISM 15 The transition from government-driven innovation to private sector market responsiveness: a case of Cape Breton Island, Canada 214 Keith G. Brown and Eleanor L. Anderson 16 Tourist behaviour and poverty reduction 235 Ahmed Mohamed Elbaz, Islam Elbayoumi Salem, Alamir Al-alawi, Nasser Alhamar Alkathiri and Haywantee Ramkissoon 17 Colombia’s Tayrona National Park: recommendations for future regional development 250 Bradley Wilson, Juan C. Londono, Jovelyn Ferrer and Bastian Popp 18 Governing co-creative behaviour: the salience of a destination community’s well-being for nudging a sustainable tourism future 269 Line Mathisen and Siri Ulfsdatter Søreng 19 Best practice in developing and implementing visitor pledges 285 Julia Albrecht and Eliza Raymond 20 The failure to change behaviour with respect to seasonality in tourism 304 Richard W. Butler PART IV COVID-19 AND BEHAVIOUR CHANGE 21 COVID-19 and post-pandemic travel behaviour changes 318 Siamak Seyfi, Raymond Rastegar, S. Mostafa Rasoolimanesh and C. Michael Hall 22 China’s hotel renaissance during COVID-19: interviewing a hotel group chief executive officer 336 Jun Wen, Xinyi Liu, Shaohua Yang and Jingbang Zhang 23 Re-evaluating the push and pull framework of tourist motivation: after the COVID-19 pandemic 348 Adiyukh Berbekova and Muzaffer Uysal Index 360

Edited by Haywantee Ramkissoon, Fellow of the Peer Review College, British Academy of Management, UK; Fellow of the Royal Geographical Society, UK; Professor, School of Management, College of Business & Law, Adelaide University, Australia; Distinguished Visiting Professor, School of Tourism and Hospitality, College of Business and Economics, University of Johannesburg, South Africa and Visiting Professor, Centre for Sustainable Societies, Taylor’s University, Malaysia

'Haywantee Ramkissoon presents a remarkable collection of contributions from experts in the field. Infused with strong conceptualizations, theory and good science, the Handbook on Tourism and Behaviour Change presents an excellent case for why the tourism industry needs to evolve to thoroughly address today's societal and sustainability challenges. This is a must-have book.'

• Contents:1 Introduction to the Handbook on Tourism and Behaviour Change 1 Haywantee Ramkissoon PART I SETTING THE SCENE 2 Triggering behaviour change in tourists to make their vacation more environmentally sustainable 21 Csilla Demeter and Sara Dolnicar 3 Transformative experience as triggering behavioural change 36 Sandhiya Goolaup PART II UNDERSTANDING BEHAVIOURS AND TOOLS TO PROMOTE BEHAVIOUR CHANGE FOR SUSTAINABLE TOURISM 4 Zoos and behaviour change 51 Liam Smith 5 Using persuasive communication to promote sustainable recreational use of an ocean beach 64 Betty Weiler, Kay Dimmock and Kirin Apps 6 A methodological contribution to promote behavioural change: a tourism sector focus 81 Arash Akhshik, Hamed Rezapouraghdam and Haywantee Ramkissoon 7 Beyond Saint Greta: Generation Z and sustainable tourism behaviours and practices 98 Siamak Seyfi and C. Michael Hall 8 Understanding tourist behaviour of millennials: the effect of social media 110 Sevinc Goktepe and Mert Öğretmenoğlu 9 Behaviour change in travel and transport for sustainable visitor development: the example of Buxton, UK 122 Peter Wiltshier 10 Social marketing as a behaviour change strategy to increase tourists’ pro-environmental behaviour 138 M. Bilal Akbar, Iride Azara, Alison Lawson and Barbara Tomasella 11 Moral disengagement as a tool to reduce negative tourist behaviour 156 Taran Jorgensen and Ina Reichenberger 12 Changes in travel expenditure: a macro view on Chinese tourists 170 Irene Cheng Chu Chan, Jing Ma and Rob Law 13 Changing the traveller’s behaviour using sustainability communication: effects of message appeal and message authorship 182 Yangyang Jiang, M.S. Balaji and Payal Kapoor 14 Green entrepreneuring in tourism experience design for behaviour change 198 Giovianna Bertella and Michele Legernes PART III BEHAVIOUR CHANGE AND GOVERNANCE IN TOURISM 15 The transition from government-driven innovation to private sector market responsiveness: a case of Cape Breton Island, Canada 214 Keith G. Brown and Eleanor L. Anderson 16 Tourist behaviour and poverty reduction 235 Ahmed Mohamed Elbaz, Islam Elbayoumi Salem, Alamir Al-alawi, Nasser Alhamar Alkathiri and Haywantee Ramkissoon 17 Colombia’s Tayrona National Park: recommendations for future regional development 250 Bradley Wilson, Juan C. Londono, Jovelyn Ferrer and Bastian Popp 18 Governing co-creative behaviour: the salience of a destination community’s well-being for nudging a sustainable tourism future 269 Line Mathisen and Siri Ulfsdatter Søreng 19 Best practice in developing and implementing visitor pledges 285 Julia Albrecht and Eliza Raymond 20 The failure to change behaviour with respect to seasonality in tourism 304 Richard W. Butler PART IV COVID-19 AND BEHAVIOUR CHANGE 21 COVID-19 and post-pandemic travel behaviour changes 318 Siamak Seyfi, Raymond Rastegar, S. Mostafa Rasoolimanesh and C. Michael Hall 22 China’s hotel renaissance during COVID-19: interviewing a hotel group chief executive officer 336 Jun Wen, Xinyi Liu, Shaohua Yang and Jingbang Zhang 23 Re-evaluating the push and pull framework of tourist motivation: after the COVID-19 pandemic 348 Adiyukh Berbekova and Muzaffer Uysal Index 360

Edited by Haywantee Ramkissoon, Fellow of the Peer Review College, British Academy of Management, UK; Fellow of the Royal Geographical Society, UK; Professor, School of Management, College of Business & Law, Adelaide University, Australia; Distinguished Visiting Professor, School of Tourism and Hospitality, College of Business and Economics, University of Johannesburg, South Africa and Visiting Professor, Centre for Sustainable Societies, Taylor’s University, Malaysia

'Haywantee Ramkissoon presents a remarkable collection of contributions from experts in the field. Infused with strong conceptualizations, theory and good science, the Handbook on Tourism and Behaviour Change presents an excellent case for why the tourism industry needs to evolve to thoroughly address today's societal and sustainability challenges. This is a must-have book.'

• Contents:1 Introduction to the Handbook on Tourism and Behaviour Change 1 Haywantee Ramkissoon PART I SETTING THE SCENE 2 Triggering behaviour change in tourists to make their vacation more environmentally sustainable 21 Csilla Demeter and Sara Dolnicar 3 Transformative experience as triggering behavioural change 36 Sandhiya Goolaup PART II UNDERSTANDING BEHAVIOURS AND TOOLS TO PROMOTE BEHAVIOUR CHANGE FOR SUSTAINABLE TOURISM 4 Zoos and behaviour change 51 Liam Smith 5 Using persuasive communication to promote sustainable recreational use of an ocean beach 64 Betty Weiler, Kay Dimmock and Kirin Apps 6 A methodological contribution to promote behavioural change: a tourism sector focus 81 Arash Akhshik, Hamed Rezapouraghdam and Haywantee Ramkissoon 7 Beyond Saint Greta: Generation Z and sustainable tourism behaviours and practices 98 Siamak Seyfi and C. Michael Hall 8 Understanding tourist behaviour of millennials: the effect of social media 110 Sevinc Goktepe and Mert Öğretmenoğlu 9 Behaviour change in travel and transport for sustainable visitor development: the example of Buxton, UK 122 Peter Wiltshier 10 Social marketing as a behaviour change strategy to increase tourists’ pro-environmental behaviour 138 M. Bilal Akbar, Iride Azara, Alison Lawson and Barbara Tomasella 11 Moral disengagement as a tool to reduce negative tourist behaviour 156 Taran Jorgensen and Ina Reichenberger 12 Changes in travel expenditure: a macro view on Chinese tourists 170 Irene Cheng Chu Chan, Jing Ma and Rob Law 13 Changing the traveller’s behaviour using sustainability communication: effects of message appeal and message authorship 182 Yangyang Jiang, M.S. Balaji and Payal Kapoor 14 Green entrepreneuring in tourism experience design for behaviour change 198 Giovianna Bertella and Michele Legernes PART III BEHAVIOUR CHANGE AND GOVERNANCE IN TOURISM 15 The transition from government-driven innovation to private sector market responsiveness: a case of Cape Breton Island, Canada 214 Keith G. Brown and Eleanor L. Anderson 16 Tourist behaviour and poverty reduction 235 Ahmed Mohamed Elbaz, Islam Elbayoumi Salem, Alamir Al-alawi, Nasser Alhamar Alkathiri and Haywantee Ramkissoon 17 Colombia’s Tayrona National Park: recommendations for future regional development 250 Bradley Wilson, Juan C. Londono, Jovelyn Ferrer and Bastian Popp 18 Governing co-creative behaviour: the salience of a destination community’s well-being for nudging a sustainable tourism future 269 Line Mathisen and Siri Ulfsdatter Søreng 19 Best practice in developing and implementing visitor pledges 285 Julia Albrecht and Eliza Raymond 20 The failure to change behaviour with respect to seasonality in tourism 304 Richard W. Butler PART IV COVID-19 AND BEHAVIOUR CHANGE 21 COVID-19 and post-pandemic travel behaviour changes 318 Siamak Seyfi, Raymond Rastegar, S. Mostafa Rasoolimanesh and C. Michael Hall 22 China’s hotel renaissance during COVID-19: interviewing a hotel group chief executive officer 336 Jun Wen, Xinyi Liu, Shaohua Yang and Jingbang Zhang 23 Re-evaluating the push and pull framework of tourist motivation: after the COVID-19 pandemic 348 Adiyukh Berbekova and Muzaffer Uysal Index 360