Quotation Penz, Elfriede, Hofmann, Eva, Hartl, Barbara. 2017. Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services. Sustainability 9 (6), 1056


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Abstract

Individuals around the globe engage in sustainable consumption in their everyday life, e.g., when it comes to individual transportation. Although tourism behavior contributes to global carbon emissions to a considerable extent, consumers’ awareness of sustainability in the tourism industry is still underresearched. Placing eco-labels next to tourist offers on websites might direct consumer’s perception towards more sustainable offers. By employing eye-tracking techniques and surveys, this research aimed at linking information about sustainable tourist offers, perception of eco-labels and subsequent perception and preferences of tourism services. In Study 1, eight existing hotel offers with sustainability certification (four different labels) were selected and their websites presented to 48 participants (four websites each), whose eye movements were tracked. After looking at each website, they rated the overall appearance of the website. Based on the results, in the second study, participants’ (n = 642) awareness of labels, their values and attitudes regarding sustainable behavior were found to influence their preference for certified tour operators. In addition, individuals’ ideas of their perfect holidays were captured to allow a better understanding of their motivation. This research proposes implementing appropriate sustainable labeling in the tourism industry to increase awareness about sustainability among travelers and subsequently increase sustainable travel behavior.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Sustainability
Citation Index SSCI
WU-Journal-Rating new STRAT-C
Language English
Title Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services
Volume 9
Number 6
Year 2017
Page from 1056
Reviewed? Y
DOI http://dx.doi.org/doi:10.3390/su9061056

Associations

Projects
Collaborative Consumption: Power, Trust, and Cooperation
People
Penz, Elfriede (Details)
Hofmann, Eva (Details)
Hartl, Barbara (Details)
Organization
International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5300 Economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
5502 Occupational-, industrial psychology (Details)
5517 Organisational psychology (Details)
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