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Abstract:
Environmental conscience has suffered a steady observable increase over the past few years, also bringing about a certain kind of tourist that includes in his decision process such aspects as environmental quality. This study aims two main research goals: i) understanding the importance attributed to environmental issues when choosing among sun and sea holiday destinations; and ii) to uncover the relationship between the sun and sea tourists’ structure preferences and their environmental commitment. As a result, it was found that the key item when choosing a sun and sea touristic destination is “quality of the beach and the sea water”, with three clearly different segments identified as to their preference structure and to their level of environmental commitment during their holidays, the most committed ones also presenting a preference structure that exhibits that same commitment.
Keywords: selection of tourist destinations; environmental commitment; tourism marketing; green marketing
Grupo de Investigación en Marketing e Investigación Operativa
Research Group on Marketing and Operative Research
