This study was driven by Tourism Victoria’s commitment to sustainable tourism and the need to better understand the tourists’ views of operator environmental programs and practices. The project explored perceptions of the sustainability practices of tourism businesses; the value or importance of these practices; and the impact that the employment of such strategies has on consumer decision making. Tourism Awards and Accreditation were also investigated to identify levels of recognition and effectiveness in communicating messages about environmental sustainability. The study also aimed to provide a profile of ‘green’ tourists with regard to consumer purchasing behaviour and sustainability. It is intended for this profile to assist both tourism agencies—and ultimately business operators—to better their communication with the ‘green’ market.
by Dr Suzanne Bergin-Seers and Dr Judith Mair