The Evolving Field of Wind Energy Tourism: An Application of the Theory of Reasoned Action

Studies concerning adoption of wind energy tourism is growing in interest for academic researchers; however, the body of knowledge surrounding consumer adoption of wind farming as a tourism experience is still in its infancy. The enclosed study tests the applicability of the Theory of Reasoned Action (TRA) using that model's core constructs of behavioral beliefs, normative beliefs, subjective norms, and attitude measurements are predictors of action. The reported sample consisted of 287 Chinese residents who had visited China's Ningbo wind farm facility. By application of the factor analysis procedure, it was determined that behavioral beliefs, attitudes, subjective norms control, and normative beliefs exerted an interactive effect on resident intent to visit the Ningbo wind farm for recreational purposes. The prevailing message is that the need for social bonding, normative influences exerted by peers comprising environmental consciousness, and curiosity associated with the science behind wind farm technology serve as primary drivers of interest in wind farming for recreational purposes.