Determinantes del consumo verde en turismo: revisión de literatura del comportamiento planeado
Resumen
El impacto ambiental del turismo depende de las decisiones de los visitantes y de su conciencia ecológica. Por ello, el objetivo general de este estudio fue evaluar el estado actual del conocimiento sobre los determinantes del comportamiento proambiental del turista. Se emplearon los marcos metodológicos PBESAR y PICRC para revisar sistemáticamente 66 artículos científicos publicados en revistas internacionales del cuartil Q1 de SCImago Journal and Country Rank (SJR). Los resultados muestran una tendencia de crecimiento en la investigación, con 23 publicaciones en 2023 y una concentración geográfica en China (15) y en Estados Unidos (13). Se identifican seis categorías temáticas, encabezadas por la hotelería verde y el alojamiento sostenible, con 22 artículos en total, seguidas por tecnología y movilidad y por factores estructurales, con 10 estudios cada una. Los estudios se fundamentan principalmente en las teorías de Expectativa-Valor, Activación de Normas, Acción Razonada, Comportamiento Planeado y Valor-Creencia Norma. Se identifica la «intención» como el principal factor desencadenante de la conducta, impulsada por la «actitud ambiental» y las «normas sociales». Se evidencia una «brecha actitud-comportamiento» en la que diversas barreras contextuales y la falta de infraestructura impiden la concreción de acciones reales. Estos hallazgos contribuyen a desarrollar modelos predictivos más precisos orientados a la sostenibilidad.
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