The environmental sustainability of the local tourism industry is increasingly a concern. Authors have proposed a demand-driven approach to sustainable destination management as complementary to traditional supply-side interventions. However, little empirical evidence supports the feasibility of such a demand-driven approach. This study contributes to this gap by investigating whether individuals who feel morally obliged to behave in an environmentally friendly manner represent useful target segments for destination management aiming to improve the ecological sustainability of the local tourism industry. Results indicate that distinctly different moral obligation segments exist that differ in pro-environmental behavior and attitudes. These segments are associated with distinctly different vacation preferences and can consequently be used by destination management for target marketing. Gaps between people's pro-environmental behavior at home and at the destination systematically differ across segments, leading to the conclusion that different combinations of demand and supply-side measures may be suitable to reduce the environmental footprint of different segments.
Ajzen, I. (1988). Attitudes, Personality and Behaviour. Milton-Keynes, UK: Open University Press .
2.
Ataljevic, I., and S. Doorne. (2000). "Staying Within the Fence: Lifestyle Entrepreneurship in Tourism." Journal of Sustainable Tourism , 8 (5): 378-91.
3.
Barron, P., and B. Prideaux. (1998). "Hospitality Education in Tanzania: Is There a Need to Develop Environmental Awareness?" Journal of Sustainable Tourism, 6 (3): 224-37.
4.
Berenguer, J., J.A. Corraliza, and R. Martin. (2005). Rural-Urban Differences in Environmental Concern, Attitudes, and Actions. European Journal of Psychological Assessment, 21 (2): 128-38.
5.
Bramwell, B., and B. Lane. (2005). "From Niche to General Relevance? Sustainable Tourism, Research and the Role of Tourism Journals." Journal of Tourism Studies, 16 (2): 52-62.
6.
Carlsen, J., D. Getz, and J. Ali-Knight. (2001). "The Environmental Attitudes and Practices of Family Businesses in the Rural Tourism and Hospitality Sector ." Journal of Sustainable Tourism, 9 (4): 281-97.
7.
Chan, W.W., and J.C. Lam. (2002). "A Study on Pollutant Emission Through Gas Consumption in the Hong Kong Hotel Industry." Journal of Sustainable Tourism, 10 (1): 70-81.
8.
Commissioner for Environmental Sustainability. ( 2007). What is Environmental Sustainability?http://www.ces.vic.gov.au/ces/wcmn301.nsf/childdocs/-441BB07721D61152CA256F250028C5FB?open (Accessed March 13, 2007).
9.
Corraliza, J., and J. Berenguer. (2000). "Environmental Values, Beliefs, and Actions: A Situational Approach" Environment and Behavior , 32: 832-48.
10.
Crouch, G., T. Devinney, S. Dolnicar, T. Huybers, J. Louviere, and H. Oppewal. (2005). "New Horses for Old Courses. Questioning the Limitations of Sustainable Tourism to Supply-driven Measures and the Nature-based Contexts" Paper presented at the ANZMAC Proceedings , Perth, Australia.
11.
Davis, D., and D.F. Gartside. (2001). "Challenges for Economic Policy in Sustainable Management of Marine Natural Resources." Ecological Economics, 36 (2): 223-36.
12.
De Burgos-Jimenez, J., C.J. Cano-Guillen, and J.J. Cespedes-Lorente . (2002). "Planning and Control of Environmental Performance in Hotels." Journal of Sustainable Tourism, 10 (3): 207-21.
13.
Dolnicar, S. (2004). "Insight into Sustainable Tourists in Austria: Data Based a Priori Segmentation Approach." Journal of Sustainable Tourism, 12 (3): 209-18.
14.
--- (2006). "Nature-conserving Tourists: The Need for a Broader Perspective." Anatolia, 17 (2): 235-58.
15.
Dolnicar, S., G.I. Crouch, and P. Long. (forthcoming). Environmentally Friendly Tourists: What Do We Really Know About Them?Journal of Sustainable Tourism .
16.
Dolnicar, S., and F. Leisch. (forthcoming). Selective Marketing for Environmentally Sustainable Tourism. Tourism Management.
17.
Driml, S.M. (1997). "Bringing Ecological Economics out of the Wilderness ." Ecological Economics, 23 (2): 145-53.
18.
Dunlap, R.E., and K. D. Van Liere . (1978). "The `New Environmental Paradigm': A Proposed Measurement Instrument and Preliminary Results." Journal of Environmental Education, 9: 10-19.
19.
--- (1984). "Commitment to the Dominant Social Paradigm and Concern for Environmental Quality." Social Science Quarterly , 65: 1013-28.
20.
Dunlap, R.E., K. D. Van Liere, A.G. Mertig, and R.E. Jones. (2000). "Measuring Endorsement of the New Ecological Paradigm: A Revised NEP Scale" Journal of Social Issues, 56(3): 425-42.
21.
Edgell, M.C.R., and D.E. Nowell. (1989). "The New Environmental Paradigm Scale: Wildlife and Environmental Beliefs inBritish Columbia." Society and Natural Resources, 2: 285-96.
22.
Fairweather, J.R., C. Maslin, and D.G. Simmons. (2005). "Environmental Values and Response to Ecolabels Among International Visitors to New Zealand." Journal of Sustainable Tourism, 13 (1): 82-98.
23.
Font, X., and C. Harris. (2004). "Rethinking Standards From Green to Sustainable." Annals of Tourism Research, 31 (4): 986-1007.
24.
Gössling, S. (1999). "Ecotourism: A Means to Safeguard Biodiversity and Ecosystem Functions?" Ecological Economics, 29 (2): 303-20.
25.
Hartigan, J.A., and B. Kleiner. (1984). "A Mosaic of Television Ratings." American Statistician, 38: 32-35.
26.
Hunt, C.B., and E.R. Auster. (1990). "Proactive Environmental Management: Avoiding the Toxic Trap." Sloan Management Review, 31 (2): 7-18.
27.
Inskeep, E. (1991). Tourism Planning: An Integrated and Sustainable Development Approach. New York: John Wiley.
28.
Jennings, S. (2004). "Coastal Tourism and Shoreline Management." Annals of Tourism Research, 31 (4): 899-922.
29.
Johnson, C., J. Bowker, and H. Cordell. (2004). "Ethnic Variation in Environmental Belief and Behavior: An Examination of the New Ecological Paradigm in a Social Psychological Context." Environment and Behavior, 36: 157-86.
30.
Kaiser, F.G., and T.A. Shimoda. (1999). "Responsibility as a Predictor of Ecological Behaviour." Journal of Environmental Psychology , 19 (3): 243-53.
31.
Kals, E., D. Schumacher, and L. Montada. (1999). "Emotional Affinity Towards Nature as a Motivational Basis to Protect Nature." Environment and Behaviour, 31 (2): 178-202.
32.
Kaufman, L., and P.J. Rousseeuw. (1990). Finding Groups in Data. New York: John Wiley.
33.
Leisch, F. (2006). A Toolbox for K-Centroids Cluster Analysis. Computational Statistics and Data Analysis, 51 (2): 526-44.
34.
Mazanec, J., K. Grabler, G. Maier, and K. Wöber. (1997). International City Tourism: Analysis and Strategy. London: Pinter/ Cassell.
35.
Meyer, D., A. Zeileis, and K. Hornik. (2006). VCD: Visualizing Categorical Data. R package version 0.9-9.
36.
Page, S.J., and K. Thorn. (2002). "Towards Sustainable Tourism Development and Planning in New Zealand: The Public Sector Response Revisited." Journal of Sustainable Tourism, 10 (3): 222-37.
37.
R Development Core Team. (2006). R: A Language and Environment for Statistical Computing and Graphics. Vienna: R Foundation for Statistical Computing.http://www.R-project.org.
38.
Roberts J.A., and D.R. Bacon. (1997). "Exploring the Subtle Relationships between Environmental Concern and Ecologically Conscious Consumer Behaviour ." Journal of Business Research, 40: 79-89.
39.
Rousseuw, P.J. (1987). "Silhouettes: A Graphical Aid to the Interpretation and Validation of Cluster Analysis." Journal of Computational and Applied Mathematics, 20: 53-65.
40.
Trumbo, C.W., and G.J. O'Keefe . (2001). "Intention to Conserve Water: Environmental Values, Planned Behavior, and Information Effects. A Comparison of Three Communities Sharing a Watershed" Society and Natural Resources, 14: 889-899.
41.
Vail, D., and L. Hultkrantz. (2000). "Property Rights and Sustainable Nature Tourism: Adaptation and Mal-Adaptation in Dalarna (Sweden) and Maine (USA) ." Ecological Economics, 35 (2): 223-42.
42.
Weiler, B., and S.H. Ham. (2002). "Tour Guide Training: A Model for Sustainable Capacity Building in Developing Countries." Journal of Sustainable Tourism, 10 (1): 52-69.
43.
Wunder, S. (2000). "Ecotourism and Economic Incentives-An Empirical Approach." Ecological Economics, 32 (3): 465-79.
