ABSTRACT
The chapter presents an overview of theoretical considerations that frame current knowledge about tourist environmental behavior, followed by methodological considerations that guided the study and a brief presentation of results. It also presents the comparative evaluation of parallel streams of consumption and the significance of environmental awareness are discussed and relativized in the context of tourist consumption. This chapter presents results from an investigation that evaluates the factual consumption of three services: transportation, accommodation and optional leisure by 428 tourists, in two of the most popular Swedish destinations, Gotland Island and Are Ski resort. This investigation aims to identify patterns in the tourist consumption of services and the environmental awareness associated with it. The chapter identifies tourists' factual knowledge about environmental impacts related to the holiday services they were using transport, accommodation and leisure, which serves as a proxy for their environmental awareness. It aims to explore traveling experiences in detail, in order to identify patterns of service consumption.
