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This paper argues that developing practical interventions of responsible behavior requires a deeper understanding of different segments of tourists with different environmental and psychological dispositions. Dwelling on two socio-psychological theories of cognitive dissonance and the focus theory of normative conduct, 724 Chinese tourists are surveyed and segmented. Three segments namely eco-distressed, eco-pragmatic, and eco-calm are identified revealing different dispositions of eco-paralysis, environmental concern, and pro-environmental behaviors. Complemented by 37 interviews, we found that eco-paralysis does not necessarily mean inaction but helplessness and perceptions of feeling "small" in the face of "giant" climate change while overcoming numbness with small actions. This study suggests that the eco-paralysis of Chinese tourists is manifested at the cognitive-emotional level rather than at the behavioral level. Our findings contribute to a deeper understanding of the varying degrees of cognitive dissonance among different tourists with each group displaying unique environmental concerns and behaviors. It, theoretically, highlights how social and injunctive norms such as government environmental advocacy and traditional virtues ["qinjian jieyue"] stimulate progressive actions despite feelings of powerlessness. Thus, it questions the prevalent interpretation in environmental psychological research that helplessness means inaction by revealing that tourists could still be environmentally proactive despite cognitive-emotional challenges from climate change. [ABSTRACT FROM AUTHOR]

AbstractThis paper presents an integrative review of how social marketing principles and practices have been conceptualised and applied in tourism studies. A systematic literature search was conducted, which found 41 relevant tourism-related journal articles published from 1971 to January 2024. Thirty-six articles self-identified as social marketing, while five studies did not self-identify as social marketing. Findings show most tourism studies conceptualise social marketing from a downstream or micro- perspective, seeking to influence behaviour change in individual tourists. Studies applying an upstream or systems perspective in tourism are rare, indicating opportunities for future research in tourism to align approaches with contemporary social marketing practice. Often theory and model use are not reported, making it challenging to identify the requisite key success factors for effective social marketing interventions. Not only are the impacts of interventions rarely documented, but they also tend to be short-term. Long-term evaluation of interventions, particularly at the macro-level, is missing. A model of social marketing application in tourism is suggested that integrates approaches across the downstream, community, upstream, and macro- levels. Implications for further utilisation of social marketing to achieve sustainable tourism are discussed. [ABSTRACT FROM AUTHOR]