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Consumer priorities: What would people sacrifice in order to fly on holidays?

Kantenbacher, Joseph, Hanna, Paul, Miller, Graham, Scarles, Caroline and Yang, Jingjing (2017) Consumer priorities: What would people sacrifice in order to fly on holidays? Journal of Sustainable Tourism.

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Holidaying is an important leisure pursuit and, for a growing minority, air travel is the default mode for holiday mobility. However, the current trend of increasing demand for air travel runs contrary to climate-related sustainability goals. Efforts to motivate reductions in consumption of holiday air travel must contend with the embeddedness of flying as a social practice and should be informed by an understanding of how people prioritize air travel for holidays relative to other forms of consumption. Using data drawn from a survey of 2066 British adults, this exploratory study uses a novel method to assess the willingness of individuals to sacrifice holiday air travel relative to their willingness to make changes to their daily consumption patterns. We find a greater readiness to undertake additional expense (of time, effort, or money) than to retrench incumbent consumption patterns in order to fly for holidays. Reluctance to sacrifice for the sake of flying was greatest with regards to those items that are most associated with the basic infrastructure of modern life (e.g., mobile phones). Examining product-specific pro-environmental sacrifice in relative terms, our findings suggest that voluntary reductions in flying is more plausible than other modes of pro-environmental sacrifice.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Date : 12 December 2017
DOI : 10.1080/09669582.2017.1409230
Copyright Disclaimer : This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Sustainable Tourism on 12 December 2017, available online:
Uncontrolled Keywords : : Willingness to sacrifice, environment, air travel, tourist behaviour, climate change
Depositing User : Melanie Hughes
Date Deposited : 19 Dec 2017 14:08
Last Modified : 13 Dec 2018 02:08

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