颠覆时代的可持续旅游：新冠肺炎对可持续旅游态度的影响

SUSTAINABLE TRAVEL IN AN ERA OFDISRUPTION: IMPACT OF COVID-19 ON SUSTAINABLE TRAVEL IN AN ERA OF DISRUPTION Assessing the impact of the COVID-19 pandemic ontravellers’ sustainable tourism attitudes A report produced forthe European Travel Commission Copyright © 2022 European Travel Commission SUSTAINABLE TRAVEL IN AN ERA OF DISRUPTION All rights reserved. The contents of this report may be quoted, provided the source is givenaccurately and clearly. Distribution or reproduction in full is permitted for own or internal useonly. While we encourage distribution via publicly accessible websites, this should be done via Data sources: This report is based on research conducted by the European Tourism FuturesInstitute(ETFI)at NHL Stenden University of Applied Sciences and the Centre for Published by the European Travel Commission Rue du Marché aux Herbes, 61,1000 Brussels, Belgium Website:www.etc-corporate.org Email:info@visiteurope.com ISBN No:978-92-95107-56-4 This report was compiled and edited by: The European Tourism Futures Institute (ETFI) at NHL Stenden University of Applied Sciencesand the Centre for Sustainability, Tourism & Transport (CSTT) at Breda University of AppliedSciences,with the support ofthe Centre of Expertise in Leisure, Tourism and Hospitality Foreword The severe impact of the COVID-19 pandemic on the wider tourism economy has forced thetourism sector to emerge in a more sustainable, innovative and resilient way to build back Supporting the sustainable tourism recovery requires that a systemic approach is in place,involving not only all parties in the tourism value chain, the supply-side, but also the activeparticipation of consumers, the demand-side. The turmoil brought by the COVID-19 outbreakhas fundamentally shifted people’s lives; the way they live, and work, their education, socialinteractions, and travel as we know it. Although consumers’ adoption of a sustainable However,the willingness to adopt a more sustainable travel behaviour expressed byconsumers does not always materialise, while these changes are still difficult to predict. Ithas therefore become imperative to better understand the gap between people’s sustainable We believe that this study will support European destinations in better understandingconsumers’ attitudes in the pandemic era, and more specifically the extent to which touristsare ready to make concessions and adopt more sustainable approaches while travelling. By Understanding travellers’ behavioural trends and expectations in a pandemic world willbecome paramount to improving customer experiences, while considering the principles of asustainable tourism recovery and ensuring the sector’s resilience in both the short- and long- Acknowledgements This study is the result of a joint effort of the European Travel Commission (ETC), the Centreof Expertise in Leisure, Tourism and Hospitality (CELTH), the European Tourism FuturesInstitute(ETFI)at NHL Stenden University of Applied Sciences and the Centre for The report was co-authored by Bernadett Papp (Senior Researcher ETFI), Dr. Jasper Heslinga(Senior Researcher ETFI), Dr. Paul Peeters (Professor Sustainable Tourism Transport CSTT)and Ivar Neelis (Researcher Sustainable Tourism Transport CSTT) in collaboration with Key findings ●Pre-pandemic, current and projected travel behaviour of the respondents do align, indicatinga very limited impact of the pandemic on the likelihood of adopting more sustainable travel ●The value orientation, belief and norm patterns of the respondents proved to be goodpredictors of travel behaviour pre-COVID-19 and the projected travel behaviour ●The analysis of pre-pandemic, current and projected travel behaviour, value orientation,belief and norm patterns revealed four distinct clusters. The four clusters are the following: 1.Frontrunners:Low-footprint travellers with the highest likelihood of adoptingsustainable travel behaviour in the future. The cluster with the strongest biospheric and 2.Comfortable Crowd: Habitual low-footprint travellers with interest in alternativedestinations in ones’ proximity and in travelling in low season. The cluster members 3.Entitled Stewards: Medium-footprint travellers who are less likely to compromise onlocation and time of travel but willing to adjust otherwise. The cluster members have 4.Laggards: Habitual high-footprint travellers with the lowest level of likelihood forconsidering sustainable alternatives in the future. The cluster with the weakest ●Differences can be observed in the phases of the customer journey where travellers ●Overall, travellers are most likely to adopt sustainable practices in the behaviouralcategory of interacting with the local community and immersing in local life, learning ●The travellers generating the lowest carbon footprint are most aware of environmentalpressures and are most willing to change their behaviours, however, as their footprint ●The laggards, with by far the highest carbon footpr