ABSTRACT
This chapter presents a study aimed at understanding how best to reduce the transport-related environmental burden of protected area visitors while maintaining economic benefits. The term environmental burden includes issues such as air quality, visual and noise impact, as well as the broader issue of carbon emissions. Ajzen's theory of planned behaviour was used as the conceptual framework to analyse attitudes towards behavioural change with regard to tourism transport choices according to market segments. The study was conducted in the Lake District National Park. Ajzen suggests that three main factors influence behaviour: personal attitude towards the action, subjective norm and perceived behavioural control. This study emphasises that identifying visitors who are more easily influenced to reduce their car use and have a higher economic impact on a destination is a key element of transport behaviour management and subsequently sustainable tourism. Combining the attributes of market segments for both environmental and economic benefits helps to attract tourists who pay their way.
