Can nudging affect tourists’ low-carbon footprint travel choices?
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 17 July 2023
Issue publication date: 23 April 2024
Abstract
Purpose
This study aims to investigate low-carbon footprint travel choices, considering both destination attributes and climate change perceptions, and examine the impacts of nudging (a communication tool to alter individuals’ choices in a predictable way) on tourists’ preferences for carbon mitigation in destinations.
Design/methodology/approach
A discrete choice experiment questionnaire was administered to a sample of 958 Hong Kong respondents. Hybrid choice modeling was used to examine the respondents’ preferences for destination attributes and to explain preference heterogeneity using tourists’ climate change perceptions. The respondents’ willingness to pay for the destination attributes was also calculated to measure the monetary value of the attributes.
Findings
Destination type, carbon emissions and travel cost had significant effects on tourists’ choices of destination. Nudging increased tourists’ preference for low-carbon footprint choices. Tourists with higher climate change perceptions were more likely than others to select low-carbon destinations with carbon offset projects.
Practical implications
The findings of this study provide an impetus for destination management organizations to support local carbon offset projects, implement policies that mitigate carbon emissions and develop sustainable tourism to fulfill tourists’ demand for low-carbon footprint travel choices. Based on the findings, policymakers could promote sustainable tourism by publishing relevant climate change information on social media.
Originality/value
This study addressed a gap in the literature on tourist travel choice by considering carbon emission-related attributes and climate change perceptions and by confirming the role of nudging in increasing the choice of low-carbon destinations.
Keywords
Acknowledgements
This work is supported by the Mr and Mrs Chan Chak Fu Endowed Professorship Fund.
Citation
Song, H., Wu, H. and Zhang, H. (2024), "Can nudging affect tourists’ low-carbon footprint travel choices?", International Journal of Contemporary Hospitality Management, Vol. 36 No. 5, pp. 1534-1556. https://doi.org/10.1108/IJCHM-09-2022-1175
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited