Tourists' vacation choice structure Influence of values and implications for green tourism

Abstract: In the vacation choice structure, denoting how vacation choices such as choice of destination, travel mode, and accommodation, are related and prioritized by tourists, every choice plays an important and unique role. Although it has been recognized that vacation choices inter-relate in several different aspects, previous research has primarily studied the primacy aspect. It can however be argued that to only study the primacy of vacation choices is too limited and that it is necessary to also include other aspects, especially how important a certain vacation choice is to the tourist. This knowledge is important in order to get a more holistic picture of the vacation choice structure, but also for understanding the demand for green tourism. It can be argued that the vacation choice structure has an influence on tourists’ possibility to make green choices. This thesis extends present knowledge by analyzing the inter-relation between vacation choices and providing a framework for how the vacation choice structure is related to tourists’ green choices. The influence of personal factors such as values and green attitudes on the vacation choice structure and tourists’ green choices are also examined. Four studies with quantitative data are included in the present thesis.The findings of the first study show that the vacation choice structure varies with regard to primacy, importance, inflexibility, and impact on other choices, which further explains the inter-relation between vacation choices. The findings also show that familiarity with a destination has an effect on how important and inflexible the destination choice is experienced. The second study shows how value orientation mediates the relationships between socio-demographic factors and tourists’ green attitude. The findings suggest that the relationships vary depending on what vacation choice that is in focus, indicating that it is not possible to talk about a general green attitude in tourism. The study thus contributes to the knowledge about how values and green attitudes in tourism are related.In the third study, the findings from the second study are advanced by showing a positive relationship between the value type universalism, green attitudes, and tourists’ green buying intentions. This further enhances the knowledge about determinants for tourists’ green buying intentions. In the final study, the inter-relation between vacation choices are examined by studying the trade-off tourists make between and within various choices in a vacation package. If and when green alternatives are included in the different choices are also studied, as well as the influence of value orientation of tourists’ green choices. The study advances the knowledge about the vacation choice structure and its relation to green tourism. The results also suggest that value orientation does not directly affect the vacation choice structure.To conclude, the findings of the present thesis show that it is not possible to define a universal vacation choice structure. It is suggested that the motive of the vacation and the choice situation play important roles here. Further, it can be concluded values do influence green buying intentions through green attitudes, but that it is not likely that this intention results in an actual green behavior if the behavior does not give any individual benefits to the tourist. Finally, the findings demonstrate that the vacation choice structure can influence tourists’ possibility to make green choices as the most important vacation choice governs to what extent other less important choice alternatives are possible to consider. Taken together, the findings develop theory about the vacation choice structure and its relation to values and green tourism as well as it provides practitioners with important knowledge and suggestions on how to make their work more efficient.