Conference Agenda

The tourism sector’s global GDP contribution is reaching $8.6 trillion in the first half of 2022 as compared to the $9.2 trillion pre-pandemic level (WTTC). As more countries reopen their borders to international travelers, the tourism industry will once again become a significant economic driver. The inconvenient truth is that the industry will also continue to be a prominent contributor of global carbon emission (8% pre-pandemic; Lenzen et al., 2018) unless people return as more eco-conscious travelers. Although the business case for incorporating sustainability continues to grow in the tourism sector, it is often tied to perfunctory efforts rather than industry-wide commitments and concerted actions (Mullis, 2017). Furthermore, past research has found that travelers are not inclined to make sacrifices for the purpose of protecting the environment (Juvan & Dolnicar, 2014). Customers participating in green programs often have to forgo convenience and services that they are accustomed to and traditionally inclusive in price (e.g., housekeeping) to receive principally intrinsic benefits (Baca-Motes et al., 2013; Goldstein, Cialdini, & Griskevicius, 2008; Han, 2015; Harland, Staats, & Wilke, 2007; Mair & Bergin-Seers, 2010). Therefore, many companies that introduce sustainable offerings face a frustrating paradox: most consumers express positive attitudes toward sustainable tourism, but they often seem unwilling to follow through with their wallets (Chi, et al, 2022; Juvan & Dolnicar, 2014). Narrowing this “attitude-action gap” is important not just for meeting individual organization’s goals but also for the globe. The overarching objective of this special session is to discuss a program of research that examines how to close this gap by looking at the influences of several aspects of consumers’ natural inclination on pro-environmental choices.

Presenters:

Isabella BLENGINI, EHL Hospitality Business School, HES-SO, University of Applied Sciences and Arts Western Switzerland

Elisa Ka-yan CHAN, The Chinese University of Hong Kong

Nan (Iris) XUE, The Chinese University of Hong Kong