A study by a team involving UTM researchers points out that while institutional efforts have raised awareness of sustainability in tourism, many tourists as individual consumers lack a sense of having any personal responsibility to act. The research identified four types of tourist in terms of sustainability responsibility, with the paper calling for tailored strategies to promote responsible tourism practices
A new study involving two researchers from UTM reveals that efforts by various governments and the United Nations to promote public education on tourism sustainability have “yielded significant results.” However, the researchers also noted that “low to moderate levels of perceived self-responsibility” indicate that tourists still “do not fully understand” what is required of them to ensure sustainable tourism.
The study highlighted that while many tourists express “a preference for sustainability in principle,” they don’t “feel compelled to implement it.” This “lack of accountability,” the authors argued, underscored the need for targeted information and educational initiatives that not only inform, but also motivate tourists to act.
The study was conducted by Dr. Cindia Lam Ching Chi, Dean of UTM’s Institute of Executive and Professional Development, and UTM Lecturer Dr. Eliza Leong Si Kei. They were joined by Dr. Zhao Ying, an associate professor in the School of Tourism Management at Sun Yat-sen University in Guangdong Province.
Their findings were detailed in the academic paper “Incorporating perceived responsibility on tourism sustainability in tourist typology through the knowledge gap theory”, published earlier this year in the scholarly journal Smart Tourism.
“Tourists across various typologies, demographics, and backgrounds recognise the importance of tourism sustainability,” the researchers wrote. However, they added that the “low to moderate levels of perceived self-responsibility suggest that while tourists are aware of the concepts, they do not fully understand the actions required.”
The authors argued that promotional efforts for tourism sustainability must explicitly explain, and more precisely describe, the roles and specific actions of various stakeholders to achieve sustainable tourism. They suggested that “with limited resources and to avoid overwhelming tourists with information, efforts should concentrate on integrating educational content into the destination’s digital marketing materials before tourists arrive.”
Promotional content should focus on the destructive effects of inappropriate actions by tourists: a form of ‘negative reinforcement’. Role models could be used to demonstrate sustainable practices that tourists could emulate, the paper suggested.
At the destination, what the researchers termed mascots “could effectively engage tourists and remind them of the sustainable practices they encountered online before their trip”.
The study employed mixed methods, beginning with a focus group, followed by a survey. Survey data were gathered from three cities within the Guangdong-Hong Kong-Macao Greater Bay Area – namely Macao, Zhuhai, and Guangzhou – resulting in 864 valid questionnaires for final analysis.
The findings suggested that although most tourists endorsed tourism sustainability indicators, “there was an obvious disparity in perceived self-responsibility across sample groups, particularly among those with a preference for digital information.”
Four distinct types of tourist were identified.
‘Individual mass tourists’ preferred well-developed destinations with familiar facilities and culture, tended to receive information digitally, and had a low perception of being personally responsible for tourism sustainability, showed the findings.
‘Socialisers’ enjoyed associating with locals and seeking novelty, showed a preference for digital information, and had a moderate perception of being personally for responsible tourism sustainability.
‘Learners’ were inclined to participate in new experiences and challenges, were receptive to both digital and offline information, and possessed a moderate sense of personal responsibility on the sustainability topic.
Finally, ‘organised mass tourists’ had the strongest perception of personal responsibility for tourism sustainability, accepted offline and digital information, and favoured guided tours, travel agencies, and accommodation linked to international hotel chains.
The researchers recommended “customising strategies to cater to various tourist demographics” to cultivate “a more responsible and sustainable approach to tourism.”
Editor: UTM Public Relations Team
