Abstract
A survey of 681 Swedish tourists was conducted to examine how tourists’ value orientation mediates the relationships between socio-demographic factors and environmental concern (EC) in six specific vacation choices. Overall, the results showed that sex, age, education, and income have an effect on EC in choice of destination, time of departure, activity, travel mode, accommodation, and length of trip. Value orientation fully and partially mediated these effects of socio-demographic factors. The partial mediation implies that the socio-demographic factors also have direct effects on ECs. It was further concluded that each vacation choice should be examined separately since both the effect of socio-demographic factors on EC and the mediating effect of value orientation differ depending on which vacation choice the respondent is considering.
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