-
Image Credit Hong Kong PolyU
New research by Hong Kong PolyU presents an in-depth exploration of the impact of individual and cultural values on pro-environmental behavior (PEB) among Chinese millennials. The researchers focused on this demographic due to its size and potential influence on sustainable tourism.
The study found that both hedonic and utilitarian values play a role in fostering pro-environmental attitudes and behaviors among this group. Moreover, cultural values, defined using Hofstede’s five-dimensional model, also significantly impact attitudes towards sustainable travel and PEB.
The Interplay of Personal and Cultural Values in Sustainable Tourism
Tourism can have a significant environmental impact, contributing to greenhouse gas emissions, consuming natural resources, and causing overcrowding and damage to communities. Recognizing the need for sustainable development, industry stakeholders increasingly focus on promoting PEB among tourists.
Personal and cultural values significantly influence PEB. Hedonic values, which emphasize pleasure and enjoyment, can both promote and inhibit PEB. Meanwhile, cultural values such as femininity, which is associated with greater care for the environment, can influence PEB positively.
Chinese Millennials and Sustainable Tourism
Chinese millennials represent a significant and understudied population in the context of sustainable tourism. Known for their value for self-expression and luxury goods, they also exhibit increasing environmental concern. The researchers set out to examine the influence of both individual and cultural values on PEB among this group.
The researchers hypothesized that four of Hofstede’s cultural values—high power distance, masculinity, individualism, and uncertainty avoidance—would inhibit sustainable travel and PEB. Conversely, long-term orientation was predicted to promote these behaviors.
Survey Findings and Implications for Sustainable Tourism
The researchers surveyed 429 Chinese millennials, finding that higher levels of power distance and tolerance for uncertainty resulted in less pro-environmental attitudes. Simultaneously, masculinity was found to be detrimental to PEB.
Hedonic and utilitarian values were found to stimulate PEB and intensify the preference for sustainable tourism. The researchers also noted that a preference for sustainable tourism was an intermediary mechanism linking cultural values and behavior.
These findings have practical implications for attracting Chinese millennials to sustainable tourism. Destination marketing organizations are advised to promote messages that are less power-distant, less individualistic, more uncertainty-avoiding, and more long-term oriented to attract this demographic. Involving millennials in activities such as co-creating groups on social media can also encourage their participation in sustainable tourism.
Read the study here.
