Do cultural and individual values influence sustainable tourism and pro-environmental behavior? Focusing on Chinese millennials

Dordaneh Davari, Saeid Nosrati (Corresponding Author), Seong Seop Kim

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)

Abstract

This study investigated the Chinese millennials’ perspectives of tourism sustainability using Hofstede’s five-dimensional model. It examined the relationship between their environmental attitudes and hedonic/utilitarian values. According to the findings, collectivism had a positive impact on their pro-environmental attitude, evident in both their preferences and behaviors. Large power distance as well as high tolerance for uncertainty, conversely, resulted in a less pro-environmental attitude. Simultaneously, their masculinity, as expressed in their tendency to obtain more profit in advance, was harmful. This research adds to a greater understanding of cultural and individual values and suggests marketing strategies to advocate for environmentally conscious behaviors.
Original languageEnglish
Pages (from-to)559-577
Number of pages19
JournalJournal of Travel and Tourism Marketing
Volume41
Issue number4
DOIs
Publication statusPublished - 1 Apr 2024

Keywords

  • Chinese millennials
  • cultural values
  • individual values
  • sustainable tourism
  • pro-environmental behavior
  • Hofstede’s model
  • collectivism
  • power distance
  • masculinity
  • consumption behavior

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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