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The Role of Social Influence in Tourists’ Environmentally Friendly Decision-Making

Andrijauskaite, Akvile LU (2020) SMMM20 20201
Department of Service Studies
Abstract
Purpose: This study aims to explore the phenomenon of social influence in driving environmentally friendly tourist behaviors.

Methodology: To obtain deep and diverse insights about the phenomenon, 20 semi-structured interviews were conducted with respondents representing 13 nationalities.

Results: This study revealed that contemporary tourists obtain two conflicting messages from their social environment: (1) to travel more often to desired places demanding air travel or (2) to question the current social norms of travelling and encourage to adopt more environmentally friendly tourist behaviors: to opt for sustainable travel modes such as trains and reconsider travel destinations if possible. The study identified 3 groups of tourists... (More)
Purpose: This study aims to explore the phenomenon of social influence in driving environmentally friendly tourist behaviors.

Methodology: To obtain deep and diverse insights about the phenomenon, 20 semi-structured interviews were conducted with respondents representing 13 nationalities.

Results: This study revealed that contemporary tourists obtain two conflicting messages from their social environment: (1) to travel more often to desired places demanding air travel or (2) to question the current social norms of travelling and encourage to adopt more environmentally friendly tourist behaviors: to opt for sustainable travel modes such as trains and reconsider travel destinations if possible. The study identified 3 groups of tourists displaying similar behaviors in relation to the information they obtain from various social sources. Comparisons among the groups revealed that peers and their content on social media as well as shown support in online communities are of high importance in negotiating tourist behaviors. Environmentally friendly parents and other informational sources such as activists, scholars, writers, and teachers appeared to be essential in raising awareness and stimulating the change while the least environmentally friendly individuals were more relying on influencers. Nevertheless, social influence appeared to be not enough to drive a significant change in behaviors due to a network society.

Value: This study contributes with literature originating in social psychology to enhance the understanding of tourists’ environmentally friendly decision-making, which is of high societal relevance in the 21st century. Results could also be of practical relevance to service organizations seeking to promote local tourism. (Less)
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author
Andrijauskaite, Akvile LU
supervisor
organization
course
SMMM20 20201
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Tourism, Decision-Making, Social Identity, Social Influence, Social Actors, Environmentally Friendly Tourist Behavior
language
English
id
9016303
date added to LUP
2020-11-20 10:41:24
date last changed
2020-11-20 10:41:24
@misc{9016303,
  abstract     = {{Purpose: This study aims to explore the phenomenon of social influence in driving environmentally friendly tourist behaviors.

Methodology: To obtain deep and diverse insights about the phenomenon, 20 semi-structured interviews were conducted with respondents representing 13 nationalities.

Results: This study revealed that contemporary tourists obtain two conflicting messages from their social environment: (1) to travel more often to desired places demanding air travel or (2) to question the current social norms of travelling and encourage to adopt more environmentally friendly tourist behaviors: to opt for sustainable travel modes such as trains and reconsider travel destinations if possible. The study identified 3 groups of tourists displaying similar behaviors in relation to the information they obtain from various social sources. Comparisons among the groups revealed that peers and their content on social media as well as shown support in online communities are of high importance in negotiating tourist behaviors. Environmentally friendly parents and other informational sources such as activists, scholars, writers, and teachers appeared to be essential in raising awareness and stimulating the change while the least environmentally friendly individuals were more relying on influencers. Nevertheless, social influence appeared to be not enough to drive a significant change in behaviors due to a network society.

Value: This study contributes with literature originating in social psychology to enhance the understanding of tourists’ environmentally friendly decision-making, which is of high societal relevance in the 21st century. Results could also be of practical relevance to service organizations seeking to promote local tourism.}},
  author       = {{Andrijauskaite, Akvile}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Role of Social Influence in Tourists’ Environmentally Friendly Decision-Making}},
  year         = {{2020}},
}