Sustainable Tourism in the Norwegian Arctic: Tourists’ Attitude Towards Sustainability Choices

Abstract

Arctic tourism has expanded rapidly, placing unprecedented pressure on fragile ecosystems and local communities. This study investigates tourists’ attitude towards sustainability in Tromsø of the Norwegian Arctic. Through a qualitative research design informed by the Theory of Planned Behaviour (TPB) and Social Practice Theory (SPT) the finding indicate that tourists hold pro-sustainability values, often grounded in ethical concern for future generations and respect for the local culture. The findings show that, despite expressing pro-sustainability values, tourists in Tromsø face systemic and practical obstacles, which they cite as justification for the gap between their attitudes and actions, thereby constraining them from making responsible travel decisions and fully adopting eco-friendly practices. Thus, advancing a sustainable attitude in Tromsø depends not only on efforts targeting individual behaviour, but also on the availability, credibility, and practicality of systemic supports that enable responsible behaviour. Efforts to promote sustainable behaviour among tourists may fail if practical and systemic obstacles remain embedded within the tourism system. These structural factors are equally essential to bridging the gap between intention and action. Thus, a sustainable tourism in Tromso, a gateway to the Norwegian Arctic, will not be truly achieved by only focusing on tourists to “make better choices.” Equally, the need for changes at every level is important, from transparent labeling, financially accessible green options, resilient yet user-friendly infrastructure, to the fair inclusion of Sámi voices in cultural tourism. When ethical intentions are matched with practical sustainable efforts, Tromsø can further advance tourism towards a genuinely sustainable and equitable future.