Environmental Citizenship and Behavioral Determinants of Wind Farm Tourism: Evidence from Grass Skyline, Zhangjiakou, China

Danqing Liu, Leonard A. Jackson (), Randall Upchurch and Catherine Johnson
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Danqing Liu: Plymouth Business School, University of Plymouth, Plymouth PL4 8AA, UK
Leonard A. Jackson: Leven School of Management, Entrepreneurship and Hospitality, Coles College of Business, Kennesaw State University, Kennesaw, GA 30144, USA
Randall Upchurch: School of Resort & Hospitality Management, Florida Gulf Coast University, Fort Myers, FL 33965, USA
Catherine Johnson: School of Resort & Hospitality Management, Florida Gulf Coast University, Fort Myers, FL 33965, USA

Tourism and Hospitality, 2025, vol. 6, issue 3, 1-21

Abstract: This study examines the intersection of renewable energy and tourism by exploring why domestic tourists visit wind farm sites for recreation. Traditionally seen as industrial facilities, wind farms are now recognized as dual-purpose attractions that promote environmental awareness and local economic growth. Using the Value–Belief–Norm (VBN) theory, Theory of Planned Behavior (TPB), and New Environmental Paradigm (NEP) as theoretical lenses, we investigate the psychological, social, and cultural factors influencing wind farm tourism. The key determinants of tourist behavior include attitudes, subjective norms, perceived behavioral control, personal norms, and environmental beliefs. Structural equation modeling (SEM) indicates that personal norms have the strongest direct impact on tourists’ intentions (underscoring the importance of internalized moral obligations in this context), with additional indirect effects through environmental citizenship factors. The findings highlight wind farms’ potential to foster sustainability, community engagement, and rural development. Managerial recommendations include providing visitor amenities, targeted marketing, and community involvement to enhance wind farms’ appeal as tourism destinations. This study contributes to tourism theory by expanding the definition of attractions to include renewable energy sites. Future research should examine the moderating role of past behavior and incorporate additional environmental citizenship variables to deepen insights into wind farm tourism.

Keywords: wind farm tourism; environmental citizenship; sustainable attractions; pro-environmental behavior; renewable energy tourism (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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