| Summary: | Accelerating rates of climate change in the Arctic have led to increased interest in Arctic cruise tourism which emphasizes a “last chance” to see polar bears and the Arctic ice landscape. Dramatic climate change in the Arctic region and the increased accessibility of cruise navigation have created an competitive tourism supply chain (TSC) for Arctic cruise tourism. While Arctic cruise activities have a high potential for exploitability, there is a lack of understanding of what drives people’s travel intentions to take Arctic cruises. Increased understanding is critical for efficient and sustainable management of the Arctic cruise tourism supply chain. Relatively little research has addressed the influence of consumer environmental awareness on travel behavior, especially with regard to so-called Last Chance Tourism (LCT). We therefore propose a theoretical framework that includes people’s awareness of climate change, their intentions to do Arctic cruise activities, and the impact of sensitivity to LCT messages. A pilot study is conducted to generate questionnaire items. Exploratory factor analysis and scale dimensionality determination are based on a sample size of 558 participants from a North American panel. The results from hierarchical regression analysis show that sensitivity to LCT messages is not a moderator between awareness of climate change and intentions to do Arctic cruise activities. Rather, two independent variables—awareness of climate change and sensitivity to LCT messages—are statistically significantly and separatel related to intentions to do Arctic cruise activities. Our findings shed light on a new psychological aspect of people’s intentions to do Arctic cruise activities in an LCT context, and provide practical insights for Arctic cruise operators on issues such as demand management, two-party relationships, and product development. February 2023
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