This project focuses on developing a measurement instrument to assess the per­ceived value of the tourism experience at destinations where there is wind power infrastructure visible in nature. The research involved developing a survey based on literature review, a qualitative study, and insights from sustainable consumer behaviour research. Notably, earlier research established that wind power infra­structure does not deter tourists to visit a destination. In the literature, four factors that influence tourist reactions to wind turbines are identified: visual impact, destination characteristics, tourist’s origin and familiarity, and value judgments. The findings of this project reveal that tourists value judgments on sustainability transitions and sustainable consumption influence their perceptions of wind power infrastructure in nature areas. This is shown in both qualitative and quantitative data. 

The qualitative research included interviews at four Swedish destinations (i.e., the High Coast destination, Ånge municipality, Dalarna County and Kalmar County), and the findings suggest that tourists generally do not view wind turbines negatively, appreciating them for their contribution to sustainable development and energy independence. Preferences include having few turbines spaced apart and people seem to rely on information gained through social interaction to make judgments on their impact. Furthermore, our study of relevant hashtags on Instagram shows a positive depiction of wind turbines. The qualitative results were used to develop the conceptual framework behind the survey. 

The survey was developed to measure pro-environmental and responsible tourism behavior. A short film was included in the survey to enhance familiarity with a destination with wind turbines in its nature. Opinions on wind power are analysed to understand respondents’ preferences. The survey also gauges the perceived value of tourism experience in nature areas, incorporating emotional, epistemic, eudemonic, and sustainable destination dimensions. The survey was tested with a panel of Swedish participants with 300 final responses. Results reveal significant relationships between various factors, affirming the survey’s validity. Major themes from qualitative analysis persist in quantitative data, emphasizing habituation, sustainability associations, concerns about negative impacts, and the influence of social context on opinions on wind power and its infrastructure in nature areas. Positive opinions on wind power shape attitudes, anticipated emotions, and inten­tions to visit nature areas at destinations with wind power infrastructure. The survey results show that participants who engage more in outdoor activities tend to have positive opinions on wind power. Those with favourable views of wind power attribute higher value to emotional, epistemic, spiritual and sustainability factors. Results align with the emerging concept of energy tourism, indicating interest in visiting wind power facilities, particularly among those with positive opinions on wind power. The conclusion chapter offers a discussion of the results and of the implications of adapting the survey tool in the real-life context of destinations where tourists might encounter wind power infrastructure in nature areas.