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Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services

Penz, Elfriede and Hofmann, Eva and Hartl, Barbara (2017) Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services. Sustainability, 9 (6). pp. 1-17. ISSN 2071-1050

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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.

Item Type: Article
Additional Information: Partly financed by the Austrian Science Fund (Project number: P 29693-G29). The Vienna University of Economics and Business contributed to the funding of data collection (Study 1) and covered the cost to publish in open access.
Keywords: eco-labels; awareness; perception; trustworthiness and credibility of labels; eye-tracking
Divisions: Departments > Marketing > Internationales Marketing Management
Kompetenzzentren > Empirische Forschungsmethoden
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 22 Jun 2017 15:25
Last Modified: 23 Jun 2017 10:18
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/81818/
URI: http://epub.wu.ac.at/id/eprint/5603

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