Tourists' interest in participating sustainability activities while travelling
Keywords:
sustainability, protected areas, activities, willingness, environment, tourismAbstract
This study examined the willingness of 1291 protected area visitors to act sustainably while travelling. The survey collected in several European countries included questions on how willing the respondents are to take part in 14 different sustainability activities such as waste recycling, saving water and energy, using green businesses and giving financial contribution. According to the results, the respondents were ready to participate in those sustainability activities that are part of some other necessary activity and not only done for sustainability. The general willingness was closer to neutral for activities which are done separately and only for sustainability and not clearly negative for any of the sustainability activities. Using a factor cluster segmentation analysis, the respondents were categorized in four different segments, which were named Locality enthusiasts, Sustainable customers, Active participants and Indifferent visitors.
