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ABSTRACT
This paper focuses on the need to increase awareness of climate change and aviation carbon offsetting in the travel and tourism industry. The paper first examines the relationship between travel and tourism operations and climate change, specifically In regards to the impact of air travel. Then, recent research Is presented, in which awareness of carbon offsetting in the travel and tourism industry was investigated, using two groups: travel agents and travelers in Toronto, Canada. The study, using frequencies and cluster analysis, addressed the level of awareness of carbon offsetting, opinions on where the responsibility of environmental protection should be placed, travelers' willingness to partake in carbon offsetting programs, and initiatives to increase awareness. The results of the study indicated a lack of awareness of carbon offsetting. In addition, with regards to the question of where to place the responsibility for offsetting, either with the travel industry or the government, there are two specific groups—intrinsically motivated vs. extrinsically motivated.
