As Dr Dolnicar points out,
although tourists generally care about the environment and do not wish to harm
it, the fact is that, when referring to environmentally
sustainable behavior, a
positive attitude does not always lead to environmentally sustainable
holiday choices. For example, many of the
Eco-tourists choose hotels that talking about reducing waste by using recycled
toilet paper and low flow showerheads, but, nature of them as mega hotels makes
it impossible for them to be truly environmental-friendly. Also, some of
the eco-tourists say that they can offset carbon emissions with Qantas but, if they really want to
reduce the footprint, they wouldn’t fly.
Sadly to say, the truth is that, by
every travelling we go, we contribute a little to environmental pollution or
climate change. Here is a video talking about eco-tourists' impact on Tiger
Shark movement and behavior. Eco-tours market themselves as a low negative
impact, environmental and community friendly way to see the world. We just
want to ask, are they really eco-friendly?
A study conducted by Juvan and Dolnicar
(2014) showed that, overall, all the participants were acutely aware of the
potentially negative impacts of tourism on the environment. The sample of the
study was selected to consist of people who expressed pro-environmental
cognitions in the interviews – that were expected to have the smallest
attitude–behavior gap. However, there still existed an
attitude–behavior gap among these environmental activists. These participants
explained for the gap:
“If
you want to take the train, that will take more time, and you have to have more
time (unprompted, female, 33 years old).”
“Hotels
don’t have recycling facilities (prompted, female, 29 years old). ”
“I
convince myself I will compensate somewhere else and that no one is perfect (unprompted,
male, 26 years old). ”
…
Juvan and Dolnicar (2014) divided these
explanations for the attitude–behavior gap into 6 groups:
Even for those environmental activists, the
attitude-behavior gap is obvious. How about the others? We can
estimate that there would be so many people who were aware of the fact
that their tourism-related behavior is not aligned with their pro-environmental
attitudes. What should we do reduce the gap? Can we really achieve
eco-tourism? These are so many questions we should think about. It is a co-creation process,
we do need both tourists and those travel organizations to work together to
close the GAP.
We do believe that eco-tourism is here to
stay and is for sure a good thing!! However, in order to gain a greater impact,
there needs to be a focus not only on “using less water” but also on
sustainable, local initiatives that help businesses grow with the environment.
Reference:
Juvan, Emil and Dolnicar, Sara (2014) The
attitude-behaviour gap in sustainable tourism. Annals of Tourism Research, 48 76-95.
doi:10.1016/j.annals.2014.05.012
Yep, there are really a lot of things we should think about ecotourism!! Really great ideas!
ReplyDeletethanks, glad you enjoy it ;)
DeleteThis article makes me doubt is Eco-tourism truly eco friendly.
ReplyDeleteFeel sorry about the reality
ReplyDeletedon't be, there must be sth we can do about it ;)
Deletetransportation is a big issue.
ReplyDeleteHope we can do something to narrow down the gap
ReplyDeleteIt is a really good perspective to address this issue. It is also the main challenge to achieve eco-friendly for most industries not only tourism. However, the millennial will be next powerful consumption generation. Do you think the behavior of millennial will be similar or the gap still exists? Because the attitude- behavior can vary based on the demographic? Also in terms of the trend report, the millennial will be more sensitive about the environment. In addition, to reduce the gap, do you think enhancing the customer engagement will be an effective alternative? Since what hotel can do is really limited in energy saving, it has to engage customers to do together and let them being part of it. It kinds of like co-creation. For example, the meter can be installed in the hotel rooms to track individual usage, if the usage is below the average, rewards points or some benefit( upgrade, voucher) could be given. Nowadays, hotel not only focuses on its own sustainaiblity but also extends its CSR to the destination sustainability. It is a trend not a fad.
ReplyDelete+1! Really love the perspective of this post! Regardless who is eco-tourists or what characteristics do they have, the most important thing is to ensure they do what they value. That is the consistency of the attitude and behaviour. This posts points out the main challenge for most industries: The GAP.
Deletereally appreciate your idea!!! I think the gap will still exist among the millennial since there is also a trend of luxury tourism which seems contradictory to eco tourism. and love the cocreation point!!!! the rewards points is actually a good method to encourage hotel guests to save energy. the technology thing does help making it possible to achieve eco-friendliness in the tourism industry.
DeleteEcotourism is truly ideal. Two main reasons for travelling, experience and enjoy life. If it goes the latter, then it may be the opposite to environmental friendly behaviors.
ReplyDelete