Cross-cultural efficacy of American low-impact programs: A comparison between Garhwal guide beliefs on environmental behavior and American outdoor travel norms

In America, recreationists on public lands are expected to follow behavioral norms codified through low-impact programs. Such programs have been exported to countries all over the world with little or no critical thought about their efficacy in other cultural contexts. The present study examined the normative assumptions of the Leave No Trace program in the context of adventure tourism guides in the Garhwal Himalaya of India to determine the efficacy of implementing such programs in a different cultural context. We identified what salient beliefs prompt whitewater rafting and trekking guides' intention to perform pro-environmental behavior. We then compared the results with the belief system used for the basis of Leave No Trace. Results revealed that an American appeal to personal responsibility in Garhwal may not succeed for a variety of reasons. This study helps lay a foundation for much needed research on pro-environmental behavior and improved resource management techniques in the Indian Himalaya.

► We identify the normative assumptions of Leave No Trace.
► We compare Indian adventure guide beliefs on environmental behavior with norms of Leave No Trace.
► In Garhwal, an American appeal to personal responsibility and beliefs may not curb visitor impacts.
► Application of Western outdoor ethics might face cultural and social obstacles.
► Western low-impact programs may have to complement the environmental ethic instilled within non-Western guides and clients.