Socio-economic and demographic characteristics of sustainable tourism behaviour (Joint estimation over time)
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Abstract
This study examines the factors affecting sustainable tourism practices, emphasising how socio-economic and demographic characteristics—such as age, gender, nationality, and employment—influence tourists' sustainable behaviours based on the data from 2016 and 2021. A Standard Binary Probit estimator was used in the research to identify the significant variables and relationships between sustainable behaviours using data from the Flash Eurobarometer 499 and 432, which included a large, statistically significant sample. Factors like gender, where young females are more inclined to adopt sustainable practices, and country of residence, with strong and significant variations across the nation, have emerged as important factors affecting sustainable behaviours. The nature of employment also motivates tourists to behave sustainably, indicating that tourists with formal jobs are more likely to adopt sustainable practices.
The correlation of error terms shows strong relationships between behaviours—like willingness to reduce waste and water consumption (correlation coefficient = 0.82)—and implies that taking one sustainable action frequently inspires others, demonstrating a shared sustainability mindset among travellers. The results suggest a notable change in tourists’ engagement with sustainability in tourism. In 2015, only 13 per cent of tourists reported actively considering sustainable attributes when choosing destinations or accommodations. By contrast, in 2021, 41 per cent of tourists indicated an interest in specific sustainable behaviours for future trips, such as reducing waste and water use, supporting local communities financially, and consuming locally produced food. Although the data sets from 2015 and 2021 focus on different aspects—actual behaviour versus expressed interest—the overall notion points to a growing inclination toward sustainable tourism. This evolution highlights an increasing recognition of and commitment to sustainability among tourists, signalling a positive change in attitudes toward environmentally and socially responsible travel behaviours.
These research findings emphasise the importance of policy implementation within the tourism industry to prioritise sustainable practices. This approach aims to promote sustainable behaviours during holidays and ensure that sustainable destinations are accessible to all. The study also recommends the development of marketing campaigns that encourage positive behaviours, which could lead to broader sustainable actions. Furthermore, it advocates for creating targeted communication strategies for groups that may be less engaged in sustainable practices.