Tourists’ vacation choice structure: Exploring the relationship between values, vacation choices, and green tourism
(English)Manuscript (preprint) (Other academic)
In order for charter tourists to be able to go on vacation, they have to make several different sub-choices, for example regarding what type of destination to visit and what travel mode and accommodation to choose. These sub-choices can be seen as part of an individual’s vacation choice structure. The outcome of one sub-choice can have an impact on other choices in this structure and also be more or less harmful to the environment. The present study used conjoint analysis to explore the trade-off between and within vacation choices as well as to see if and when green aspects are included in the choice of vacation packages. It also explored how value orientation influences tourists’ green vacation choices. The results indicated that charter tourists clearly make a distinction between vacation choices with regard to their importance in a trade-off situation and that travel mode is the most important choice. The findings also showed that green preferences only could be found in choice of accommodation and that individuals’ value orientation does not affect vacation choices to a large extent. Implications of the findings and recommendations for further research are also provided.
vacation choice, trade-off, conjoint, tourism, green tourism, value orientation
Research subject Business Studies
IdentifiersURN: urn:nbn:se:umu:diva-63799OAI: oai:DiVA.org:umu-63799DiVA: diva2:583354