How the introduction of concepts of energy saving and carbon reduction (ESCR) can affect festival visitors’ behavioural intentions: an investigation using a structural model

This study investigates the relationships across a behaviour model of festival visitors based on a major festival encouraging energy saving and carbon reduction (ESCR). Using the 2010 Taipei International Flora Exposition (Taiwan) as a case study, 275 visitors completed a questionnaire, the answers to which were assessed using a structural equation model to test the behaviour model and its six hypotheses. The results showed that behaviour intentions are the best predictors of “value orientation”, “motivation for visiting”, “visitor experience” and “attitude towards behaviour”. Specifically, a highly positive correlation between visitors’ motivations and their experiences was found, suggesting that the presentation of festival activities influences visitors’ perceptions. The ESCR curriculum design and pedagogy, especially the inclusion of reflective learning, was found to be very important for the successful planning of future events, as was green transportation using advanced, energy-saving vehicles and effective waste processing and disposal at the site. Prior studies have explored links between festival tourism and behavioural change, but have often focused on Western contexts; this study provides an Asian cultural setting. Suggestions are made for future research.     

Tourists and severe weather – An exploration of the role of ‘Locus of Responsibility’ in protective behaviour decisions

Severe weather events can impact negatively on tourism and put tourists at risk. To reduce vulnerability, tourists should be aware of and be prepared for possible severe weather. Seeking risk information, a type of protective action behaviour, is an important way to reduce vulnerability. This paper presents the results of a study that investigated the role of Locus of Responsibility (LoR) for protection behaviour for severe weather, by linking it with Information Seeking and related intra-personal antecedents. LoR has previously been found to impact protective action decisions, but not within the context of severe weather and tourism. Our survey research among tourists in New Zealand provided evidence for three Loci of Responsibility; “Internal”, “Shared” and “External”. Significant differences between these groups were found for Information Seeking antecedents, though not for Information Seeking. Next, significant differences were found for weather information preferences, both source and content. Findings and implications for tourism and safety management in New Zealand are discussed.     

Theoretical activity in sustainable tourism research

There is growing recognition in tourism and sustainable tourism research of the need for a fuller engagement in theoretical activity. The paper examines how different research strategies in recent articles on sustainable tourism have advanced theoretical understanding in this research field. The articles advance thinking through ideas and concepts connected with political ecology, mobilities, transition pathways, and behavioural and systems change. They are evaluated using a typology of research strategies associated with theoretical work, using a broad perspective on this work. The research strategy typology was developed for the paper, and it is explained and illustrated. While the papers on sustainable tourism use a range of strategies associated with theoretical activity, there is only limited engagement with “big” social theories.     

Corporate social marketing in tourism: to sleep or not to sleep with the enemy?

ABSTRACT

Social marketing is regarded as an effective consumer-oriented approach to promoting behavioural change and improved well-being for individuals, communities and society. However, its potential for tourism, especially sustainable tourism, remains under-researched. This article examines the utilisation of social marketing by tourism businesses. A search strategy identified 14 behavioural change programmes that involved tourism businesses. Half of these programmes label themselves social marketing; the others tend to be part of corporate social responsibility efforts, using a form of corporate social marketing (CSM). Most programmes seek to encourage pro-environmental behaviours in tourists, tourism businesses and other stakeholders including suppliers. Although tourism businesses can develop social marketing programmes alone, typically they collaborate with public and non-profit agencies as partners and sponsors. The strength of the tie between the promoted behaviour and the sale of a company's product varies considerably. It is suggested that social marketing can make significant contributions to environmentally sustainable tourism. However, this research also suggests that social marketing is not a substitute for, but rather an essential complement to, technological and regulatory approaches to climate change. Changing behaviour is a long process: without a long-term commitment from private sector companies, CSM programmes will fail to achieve behavioural change goals.     

Successful action in the public sphere: the case of a sustainable tourism-led community protest against coal seam gas mining in Australia

As demand for resources grows, there is increased pressure on the places and communities in which sustainable tourism is situated. This research examined the experience of an academic and a sustainable tourism business operator who were engaged in a community protest against coal seam gas mining in Queensland, Australia. Our research used a co-constructed narrative method and a post-ecological democratic framework to understand the significance of the public-sphere action of the tourism business. Our findings reveal that sustainable tourism organisations can link with the local community to be effective in public-sphere protest because of their social relationships within communities. The tourism business engagement in the public sphere was characterised by an increase in the locus of control of the business in responding to environmental threats, reconceptualising “the environment” as a valued local place worth fighting for, and tactics that ensured the campaign was not subsumed and devalued within government administrative processes. We found that if the value basis for public-sphere action aligns with the business model, tourism businesses can engage in public-sphere action with no financial loss. Protest actions by sustainable tourism business operators can be part of a deeper sustainability movement through protest actions in the public sphere.     

Managing tourism emissions through optimizing the tourism demand mix: Concept and analysis

Carbon mitigation strategies are an urgent and overdue tourism industry imperative. The tourism response to climate action has been to engage businesses in technology adoption, and to encourage more sustainable visitor behaviour. These strategies however are insufficient to mitigate the soaring carbon footprint of tourism. Building upon the concepts of optimization and eco-efficiency, we put forward a novel carbon mitigation approach, which seeks to pro-actively determine, foster, and develop a long-term tourist market portfolio. This can be achieved through intervening and reconfiguring the demand mix with the fundamental aim of promoting low carbon travel markets. The concept and the analytical framework that quantitatively inform optimization of the desired market mix are presented. Combining the “de-growth” and “optimization” strategies, it is demonstrated that in the case study of Taiwan, great potential exists to reduce emissions and sustain economic yields. The implications for tourism destination managers and wider industry stakeholders are discussed.     

Investigating sustainable tourism heterogeneity: competing orders of worth among stakeholders of a Nordic destination

This paper contributes to increased knowledge of sustainable tourism heterogeneity by identifying how different underlying mindsets characterise negotiations among community stakeholders in a popular Nordic destination. Based on convention theory (orders of worth), this paper theorises how sustainable tourism is negotiated in-between tourism regimes that are shaped by order structures of society. While much research argues for stakeholder heterogeneity by presupposing the influence of a dominant tourism-centric logic, our ethnographic inspired study reveals the co-presence of an “activist” regime that brings about social change among “welfare” and “professional market” regimes. Assessing the disputes among stakeholders we reveal six orders of worth that constitute opposing justifications of sustainable tourism and thus the underlying mindsets of heterogeneity. We discover that stakeholders from various local cultures legitimise their positions quite arbitrarily across the various regimes to question previous theoretical accounts of the community-based perspective. We theorise the challenge of “boundary worth”, i.e. when a tourism initiative receives its identity on behalf of different orders of worth that blurs expectation and intentions. Finally, we argue that activist involvement in a destination can result in “composite compromises” that ease heterogeneity by balancing conflicting regimes without converging to either of the respective logics.     

Foraging tourism: critical moments in sustainable consumption

Despite the prevalence of sustainability discourses across the Global North, for the majority of people abstract issues of sustainability often have a low salience with the realities of travel choices. Researchers examining sustainable tourism recognise that any changes resulting in sustainable performance are likely to come about as a result of shifts in everyday highly routinised social practices, relations and socio-technical structures. Attending to these debates, this paper examines relations between social practice, sustainability and tourism through the rise in foraging tourism in the United Kingdom. Using evidence from interviews and media analysis detailing perspectives of foraging course leaders and attendees, alongside participant observation, the paper records the ways in which foraging experiences are negotiated and accomplished in commercial contexts and what participants “do” with the ideas and practices post-experience. By engaging with debates surrounding the meanings of sustainable tourism, the paper extends understanding of these concepts through the identification of foraging tourism as a facilitator in rethinking everyday practice and discourse. The paper ends by evaluating the potentials of tourism in facilitating sustainable performance and discourse.     

Compassion as a neglected motivator for sustainable tourism

Compassion is defined and identified in this paper as a powerful and universal motivator for actions that could help attain sustainable outcomes and enable aspirational forms of sustainable tourism, including just tourism, hopeful tourism and enlightened mass tourism that have not yet demonstrated real-world traction. Despite its potential, compassion has been neglected in the tourism literature. This paper reviews the 50-year quest for a “better tourism”, and presents a compassion-scape as a comprehensive and systematic framework for facilitating sector engagement with compassion. “Context” factors associated with tourism settings (e.g. level of development, purpose) and agents (e.g. mindset, psychographics, motivations) influence “encounter” elements, such as the relationship, type and distress characteristics. Subsequent “response” factors, such as type, recipient, timeframe and intention, influence the “implications” for sustainable tourism, which in turn affect the types of “intervention” (e.g. mindful interpretation, social marketing, faith injunction) implemented to achieve sustainable outcomes. The many innate methodological challenges for the researcher in measuring compassion are discussed, along with the issues involved in operationalizing the compassion-scape to engage and reform alternative tourism forms, notably volunteer tourism, pro-poor tourism, religious tourism and fair trade tourism as well as conventional mass tourism. A paper for the thinking reader.     

An Evaluation of the Effectiveness of Interpretation within Dartmoor National Park in Reaching the Goals of Sustainable Tourism Development

In the face of growing pressure placed on the natural environment from increased tourism, this study considers the role of interpretation in achieving sustainable tourism development in natural areas used for tourism. Knowledge gain, attitude change and behaviour modification were used as key indicators in the assessment of the interpretive effectiveness of the High Moorland Visitor Centre in Dartmoor National Park, UK. Through comparing responses to questionnaires from pre- and post-visit samples, this study found that interpretation added to visitor's knowledge of the site. This increase in knowledge encouraged visitors to see how they could change their behaviour to be more respectful of the natural environment. This indicates that there is indeed scope for interpretation, to help modify the behaviour of tourists through increased knowledge and awareness. Attitude change did occur as a result of interpretation in the centre, but only to a limited extent. Participant observation carried out at the centre revealed that interactive material played a vital part in the effectiveness of interpretive messages. Overall results from this study suggest that interpretation, if carefully designed, is capable of contributing to the goals of sustainable tourism development by achieving knowledge restructuring and resulting behavioural intentions of visitors.     

Everyday climate discourses and sustainable tourism

Debates surrounding the human impact on climate change have, in recent years, proliferated in political, academic, and public rhetoric. Such debates have also played out in the context of tourism research (e.g. extent to which anthropogenic climate change exists; public understanding in relation to climate change and tourism). Taking these debates as its point of departure, whilst also adopting a post-structuralist position, this paper offers a Foucauldian Discourse Analysis of comments to an online BBC news article concerning climate change. Our analysis finds three key ways responsibility is mitigated through climate change talk: scepticism towards the scientific evidence surrounding climate change; placing responsibility on the “distant other” through a nationalistic discourse; and presenting CO₂ as “plant food”. The implications of these ways of thinking about climate change are discussed with a focus on how this translates into action related to the sustainability of tourism behaviours. In doing so, it concludes that a deeper understanding of everyday climate talk is essential if the tourism sector is to move towards more sustainable forms of consumption.     

The evolution of coastal tourism destinations: a path plasticity perspective on tourism urbanisation

Evolutionary and relational approaches to economic development are gaining ground in geography as a discipline, although in the subfield of tourism geography, their potential is only just becoming recognised. This article focuses on the evolution of mature tourism destinations, taking the path dependency concept forward from the notion of path creation into the new domain of path plasticity. Drawing on the notion of cultural political economy, we examine how tourism destinations can break with path dependency routines incrementally and move steadily towards different future paths, which may recast tourism in a different light in the overall “urban” context of the destination. Using a case study of a Mediterranean coastal destination on Catalonia's Costa Daurada, we explore the inter-tangled tourism and urban development processes in relation to the socio-spatial dimensions of urban change. The article argues for a wider range of social and cultural criteria in the analysis of tourism evolution – advocating the use of path plasticity and a cultural political economy approach – to offer an alternative perspective on shifting tourism situations, reflecting the inherently “urbanising” nature of tourism development in the traditional coastal resort context. It adds to the growing literature on governance and strategy-making in sustainable tourism.     

Social learning and sustainable tourism development; local quality conventions in tourism: a Greek case study

This paper presents the trajectory of an innovative organisational scheme, the Local Quality Convention (LQC), concerning sustainable tourism development in the Lake Plastiras area, a less favoured area in Central Greece. It outlines the development issues of the area, the main actors, their views and practices and describes the creation, progress and emerging problems of the LQC scheme. Research reveals contradicting approaches to sustainable tourism development which, in turn, influenced the LQC's evolution. The findings are critically discussed in the light of the Social Learning (SL) approach to social change and sustainable development. According to SL it is only through interactive (participative), concerted action that stakeholders are able to co-construct an issue and its solutions. Given the dominance of “conventional” tourism in Greece as well as the top-down formation and implementation of policies, the importance of the long term facilitation of local stakeholders to achieve sustainable tourism development is demonstrated, along with other related lessons for planners and managers.     

Prosocial behaviour in volunteer tourism

This paper applies Self-Categorisation Theory to examine issues of role ambiguity and the balance between prosocial behaviour and personal benefits in volunteer tourism. Using interviews with returned volunteer tourists, the cognitive processing of their experiences was analysed; particularly the processes of individuation uncovered through “I” statements, and depersonalisation, through impersonal “you” statements. Results revealed that “I” statements described the tourist experience and personal benefits of volunteering, whilst impersonal “you” statements described the volunteering experience. Furthermore, as the theory predicts, the depersonalisation process (impersonal “you” statements) co-occurred with prosocial behaviour (co-operation, altruism, empathy, and shared norms). The findings suggest new and promising communication-based methods to better understand tourists’ self-assigned roles and prosocial behaviours.     

Green events,value perceptions,and the role of consumer involvement in festival design and performance

This study explores the dimensionality of event attendees’ “green” involvement in festival settings. Given growing interest in environmental issues, it explores relationships between eco-friendly services, and visitor perceptions, intentions, or choices, using the theory of involvement, and involvement–value relationship studies. Special attention is given to comparative advantages attained by events having green policies and practices, and to assessing how much attendees will pay for those practices through event spending. A green involvement scale was developed, tested, validated and refined, before being used at the major Macau Food Festival, obtaining a 406 person data set, which was analyzed by factor analysis and structural equation modeling. Results had both theoretical and managerial implications. There is a strong linkage between green involvement and perceived value. To obtain maximum comparative advantage, however, marketing efforts must focus on promoting green initiatives. For example, attendees who take an interest in and feel connected to environmental issues in their life will spend significantly more. Green design and waste management were the most important drivers of perceived green value, followed by green food and green environment and activities. Our findings show that festival attendees will pay 28% more for green food if they perceive the event offers them green values.     

Journey into Parenthood: Commodification of Reproduction as a New Tourism Niche Market

This article examines the phenomenon of viewing life cycle stages associated with reproduction as commodities, and how this has paved the way for developing and marketing new tourism products and experiences. It traces the genesis of this trend and provides a conceptual review of this development by way of four examples—“babymoons,” hotel baby programs, reproductive tourism, and procreation tourism programs. It argues that parents-to-be and new parents form a new tourism niche market, and that these new products occupy the moral boundary of tourism marketing—packaging up previously sacred and non-commodified events for tourist consumption.     

Implementing sustainable tourism in Scotland: an interview

In China, sites categorised as UNESCO World Heritage Sites are commonly used as a means of economic regeneration through tourism development. This study is of a recent addition to the list, the diaolou (fortified tower houses) of Kaiping, Guangdong, in South China. This rural zone, characterised by past emigration and farming, is in the early stages of tourism development. The study, based on interviews and a survey, permits findings to be compared with other rural areas in China such as Hungcun and the Tangyue Arches of Bao Village in Anhui, and thus while similarities in attitudes are found, in Kaiping differences exist whereby tourism has been found to permit entrepreneurial activities while retaining an agricultural base as the “new tourism rich” employ others to continue farming. The work is contextualised within a model of evolving literature related to tourism impacts on communities. The paper explores a range of issues in sustainable tourism, including the use of tourism as a tool for social, economic and cultural development, holistic approaches to heritage tourism, and the development of glocalisation as a response to globalisation. It discusses differences in approach to heritage tourism, cultural change and commodification between western and Chinese scholars and society.     

Running together: The social capitals of a tourism running event

This article discuss the types of social capital that are co-produced and consumed by a host of actors during a small-scale sport event called Etape Bornholm, a five-day tourism running event. We make a contribution to the literature on social capital in small-scale tourism sport events by developing the spatial dimensions of territoriality and mobility as a supplement to discussions of bridging and bonding. Through a qualitative investigation of local organisers, volunteers, runners, supporters and spectators, we show how four types of social capital are involved in making the event happen. The conclusion develops the metaphor of “running together” to conclude on the forms of social capital that are drawn upon and practised.     

Have Australia's tourism strategies incorporated climate change?

Tourism is widely acknowledged as a key contributor to climate change, but it remains unclear how the tourism industry has been planning for climate change in practice. This paper conducts the most comprehensive critical review of Australia's tourism policy and planning documents to date. The paper explores the complex challenges posed by climate change to tourism and how tourism policy has been adapting over a 15-year period. Drawing on a longitudinal data-set of 477 Australian tourism policy and planning documents at the national, state, regional and local level, this research analyses the strategic discourse on climate change using content analysis and bibliometrics. The findings reveal opportunities, challenges and strategies for the tourism industry to contribute to the sustainable management of climate change. Opportunities include developing more “green” products, while strategies include establishing and/or participating in collaborative climate change schemes and strengthening dialogue surrounding climate change to aid the implementation of sustainable practices. Future research should consider the broader policy-making environment, such as the stakeholders, power and interest dynamics when analysing tourism strategies in relation to climate change.     

An exploratory study of resident perceptions toward the tourism industry in Cappadocia: a Social Exchange Theory approach

This paper evaluates the perceptions of Cappadocia residents on the impacts of tourism development and resident attitudes toward tourism. Social Exchange Theory underpinned this study of the perceptions of Cappadocia’s residents and their attitudes toward tourism. Primary data were collected from tourism industry professionals, officials of non-profit organizations and handicraftsmen. Twenty-three in-depth interviews were conducted with Cappadocia residents, and the data were analyzed with content analysis. Results highlight that “Economic,” “Socio-Cultural” and “Environmental” aspects can be inferred to encompass resident perceptions toward the impacts of tourism development in Cappadocia. Residents tend to recognize the economic benefits as well as socio-cultural and environmental costs. Results indicate that Social Exchange Theory can be used in explaining the perceptions of Cappadocia residents and reactions to tourism phenomena. This study is expected to provide practical ways for concerned authorities to make future policies and strategies to eradicate problems that create unpleasant feelings amongst residents.