Climate change poses significant challenges to the tourism industry, making understanding the factors influencing businesses' adaptive responses crucial. This research investigates the complex interplay of social discourse, belief systems, perceived costs, risk perceptions, response efficacy, and self-efficacy in shaping tourism professionals' adaptive and maladaptive behaviors. Focusing on businesses near Iran's Lake Urmia, the study employs the model of private proactive adaptation to climate change on a sample of 320 tourism businesses. The findings highlight the positive impact of climate change-related discussions on perceptions and behaviors, the critical role of strongly held beliefs, and the barriers posed by perceived costs. Risk perception emerges as a central driver of decision-making, emphasizing the importance of raising risk awareness. The study also reveals how response efficacy and self-efficacy impact adaptive behavior, while maladaptation presents a significant challenge. These insights are valuable for developing strategies to enhance tourism resilience to climate change in vulnerable destinations.