Counterfactual Thinking in Sustainable Tourism Context
通过两项实验，研究了反事实思维（一种目标导向的认知过程）如何影响游客的环境态度和可持续行为意向，发现反事实思维能改变对目的地环境的感受并提升可持续行为意愿。
This study investigated the emotional and behavioral potential of counterfactual thinking within sustainable tourism. Despite the growing interest in the determinants of sustainable tourist behavior, studies hardly seek detailed cognitive explanations. Furthermore, use of selective samples, survey techniques or other data-driven methods prevent existing frameworks from establishing causal linkages to attitudes or behavior. Across two experimental studies, counterfactual thinking—a goal-oriented cognitive process—was investigated with respect to environmental attitudes and behavioral improvement. Findings provided evidence for the utility of counterfactuals in the sustainable tourism domain. Feelings for the environment of a destination may change, and intentions for sustainable behavior may improve as a consequence of counterfactual thoughts. Theoretical and practical implications were discussed for sustainable tourism and environmental behavior.