Abstract
Purpose If the only viable future for tourism is sustainable tourism then ways should be sought to increase the demand for sustainable offers. The purpose of this paper is to explore whether sustainability values influence the travel needs of students. The aim is to discover cues in the present behaviour of young tourists that can enhance sustainable travel choices and therefore secure the future of the tourism industry. Moreover, the study provides a solid basis for predicting the future travel behaviour of young tourists. Design/methodology/approach Data were collected in The Netherlands in 2013 through a survey. A non‐probabilistic sample of 365 students (a sub‐group of young tourists) was reached. Multivariate analyses were used to test whether position in the social structure and value orientation influence the travel need. The logistic models allowed youth tourism behaviour to be predicted. Findings Respondents with a biospheric value orientation associate travel with being in contact with nature and chose rest as a motivation. This is highly interesting from a future perspective because biospheric values are considered the most stable antecedent of sustainable behaviour. Findings also highlight women's role as the sustainable tourists of the future: women harbour strong sustainability values and see travel as a growth opportunity. Research limitations/implications This research focuses on travel needs because this is the most future‐oriented phase of the tourism experience, and on students because they tend to travel independently. Future research might include travel consumption and evaluation as well as non‐students in the sample to give a more balanced view on young tourists. Future research might also include values not related to sustainability to assess their relative strengths in influencing youth tourism. Practical implications Both policy makers and industry could capitalise on the sustainability values already present in young people's need for travel to nudge this group – who represents tourism's future – towards a sustainable tourism choice. For example, strengthening sustainability values through marketing and education will increase demand for a sustainable offer. Originality/value Values related to sustainability influence general tourism choices by young travellers, and not only choices related to a sustainability offer. This finding suggests a path to address the classic dilemma between individualism and sustainability and assure tourism's future by showing young travellers that they already harbour sustainability values.
Highlights
Tourism’s future greatly depends on its capacity to meet a growing demand without increasing its environmental footprint or its pressure on communities at the destination (United Nations World Tourism Organization (UNWTO), 2013)
This study focuses on young travellers because changes and developments in tourism behaviour can be foreseen by describing their present behaviour (Leask et al, 2013)
This study focuses on independent travel to ascertain the meaning and motivation of young tourists to travel
Summary
Tourism’s future greatly depends on its capacity to meet a growing demand without increasing its environmental footprint or its pressure on communities at the destination (United Nations World Tourism Organization (UNWTO), 2013). J j PAGE 94 JOURNAL OF TOURISM FUTURES VOL. Demand for sustainable tourism is usually approached from a marketing perspective (March and Woodside, 2005). This leads to a focus on short-term market choices, and is less appropriate for exploring the effect of future choices on the longer-term perspective required by sustainability. A more suitable approach is offered by sociopsychological theories on the influence of values on sustainable behaviour. Together with the social background of a person, values are considered a stable antecedent of behaviour and might predict not just immediate, and future choices (Stern et al, 1995; De Groot and Steg, 2008)
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