Sustainable development in nature‐based destinations. The social dilemma of an environmental policy

Drawing on value‐belief‐norm theory and the perspective‐taking approach, this paper aims to explain the attitude‐behaviour dilemma facing the implementation a pro‐environmental action in a nature‐based tourist destination. This research seeks to provide a better understanding of the patterns behind a behaviour intention, by focusing on value orientations and awareness of the adverse environmental consequences. Based on a specific pro‐environmental policy to foster tourism in the Gili Islands, Indonesia, participants were randomly exposed to three scenarios that might affect their behaviour intention with the destination. The findings revealed that differences can be found in their environmental concern and awareness of adverse environmental consequences as well as in their behaviour intentions subsequent to exposure to different scenarios. The study contributes to the extant literature on identifying cognitive and affective mechanisms that affect behaviour intentions and provides relevant insights for governments and Destination Marketing Organisations to promote a tourist destination implementing a pro‐environmental action for a sustainable tourism.