On linguistic relativity and pro-environmental attitudes in tourism |
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| Institution: | 1. Department of Tourism and Leisure Management, Yuanpei University of Medical Technology, HsinChu, Taiwan, ROC;2. Department of Applied Finance, Yuanpei University of Medical Technology, HsinChu, Taiwan, ROC;1. Department of Tourism & Hospitality, Bournemouth University, Talbot Campus, Fern Barrow, Poole, UK;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong SAR;1. Oxford Brookes Business School, Department of Marketing, Oxford Brookes University, United Kingdom;2. International Centre for Research in Tourism, Hospitality and Events, Leeds Beckett University, United Kingdom;1. Beijing International Studies University, China;2. Towson University, USA;3. The George Washington University, USA;1. Linnaeus University, Department of Organisation and Entrepreneurship, 391 82, Kalmar, Sweden;2. University of North Texas, Mayborn School of Journalism, 1155 Union Circle #311460, Denton, TX 76203, USA;3. University of Georgia, Warnell School of Forestry and Natural Resources, Natural Resources, Recreation and Tourism Program, Athens, GA 30602, USA |
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| Abstract: | Language is a key cultural and cognitive attribute which can shape the way people think and behave. Research in economics has tested the influence of language on human consumption and found that languages that explicitly mark future events, i.e. so-called future-time-reference or strong FTR languages, may engage their speakers in less future-oriented attitudes and actions. This phenomenon is known as linguistic relativity. By applying its principles to tourism, this study investigated the impact of language on pro-environmental attitudes of tourists. Comparative analysis of Korean (strong FTR language) and Mandarin (weak FTR language) speaking tourists revealed substantial differences in attitudes. Although tourists possessed good knowledge on the environmental impacts of tourism, this knowledge did not translate into high pro-environmental attitudes for Korean speakers while it did for Mandarin. This suggests that language can shape the attitudes of tourists towards environmental impacts. Implications for management, policy-making and future research are discussed. |
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| Keywords: | Linguistic relativity Future time reference (FTR) Pro-environmental attitudes Environmentally sustainable tourism China South Korea |
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