Chinese Culture Guides Millennial Green Travel
Tourism can offer unforgettable experiences, but it comes with increasing environmental costs. As sustainability takes centre stage in the industry, an emerging focus is on how travellers themselves can make a difference through pro-environmental behaviour (PEB). To date, however, the interplay of personal and cultural values in shaping such behaviour remains underexplored. Seeking to fill this gap, Professor Dori Davari and Professor Seongseop (Sam) Kim of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU), working with a co-author, targeted Chinese millennials, a major consumer group known for valuing luxury and self-expression while showing growing environmental concern. This demographic offered a unique lens through which to investigate the influence of values on tourists’ PEB, yielding guidance for fostering sustainable tourism practices amongst one of the world’s most influential populations.
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