Consistency of Sustainable Consumption with Values and Lifestyle in Post-Modern Tourists

Abstract

The concepts of sustainable consumption and sustainable tourism are studied separately within the scope of sustainability. In this study, it has been examined whether individuals' understanding of values and lifestyle are consistent with sustainable consumption behaviors in post-modern tourism by considering both concepts together. Today, post-modern consumers have a more individual and liberal perception and reflect the consumption behaviors shaped in this direction more intensely and more clearly in the tourism sector. Especially in the Turkish tourism literature, it has been found that there are few studies to measure the consistency between post-modern tourism perception, individual's lifestyle and values and sustainable consumption behavior. The main question of this study is whether individuals' understanding of lifestyle and value are consistent with the tendency to display sustainable tourism behavior when manipulated with post-modern tourism perception. In this context; consumers' values, lifestyles and consumption trends were measured through the data obtained through the survey method using the VALS scale and the sustainable tourism scale. The findings of the study revealed that post-modern tourism preferences are related to individuals with principled motivation and individuals with spatial mobility, depending on their sustainable consumption trends. The data obtained from this study are also expected to give an idea about how post-modern tourism perception is related with lifestyle and values and whether there is consistency between the tendency to display sustainable tourism behavior and help further studies.