Adapting or Maladapting? A Protection Motivation Theory Analysis of Coping with Climate Change in Seafood-Based Food Tourism

Climate change poses threats to seafood availability, quality, seasonality, and the attractiveness of coastal destinations. However, tourists’ psychological and behavioural responses remain underexplored. This study applies the core Protection Motivation Theory (PMT) framework to examine how perceptions of severity, vulnerability, response efficacy, and self-efficacy are associated with adaptive and maladaptive coping intentions in seafood-based food tourism. Data were collected from South Korean domestic tourists with recent experience of marine, fisheries, or seafood tourism and analysed using partial least squares structural equation modelling. The findings indicate that PMT appraisal dimensions are associated with adaptive and maladaptive coping intentions in different ways. Self-efficacy and perceived vulnerability emerged as particularly relevant to tourists’ coping responses. Unexpected association between self-efficacy and maladaptive coping suggests that confident tourists may consider a broader range of behavioural options when responding to climate-related change. These findings indicate that PMT is a useful framework for examining climate-sensitive food tourism and underscore the importance of distinguishing tourists’ coping intentions from their potential destination-level implications. For coastal destinations, the findings suggest the potential value of timely information, flexible planning options, accessible alternatives, and practical risk-management guidance that may support tourists’ capacity to adjust their travel experiences.