From Climate Risk Perception to Regenerative Tourism Intention: The Roles of Environmental Awareness, Knowledge, Concern, and Destination Image in Predicting Tourist Satisfaction

Abstract

This study examines how climate change risk perception (CCRP) influences regenerative tourism intention (RTI) and tourist satisfaction in Pakistan’s eco-sensitive destinations. Drawing on Protection Motivation Theory, the study investigates environmental awareness, environmental knowledge, and environmental concern as psychological mechanisms linking CCRP with RTI. A cross-sectional survey was conducted among 224 domestic and international tourists visiting Murree, Nathia Gali, Hunza, Gilgit, and Kashmir. Data were analyzed using PLS-SEM. Findings reveal that CCRP positively predicts environmental awareness, knowledge, and concern, all of which significantly enhance RTI. RTI further positively predicts tourist satisfaction. Destination image significantly strengthens the positive relationship between RTI and tourist satisfaction. The study extends regenerative tourism literature by demonstrating how climate-related threat perceptions trigger cognitive and affective responses that encourage restorative tourism behavior. Practically, the findings suggest destination managers should invest in climate-risk communication, conservation engagement programs, and destination image enhancement to improve both sustainability outcomes and tourist experiences.