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What impact do sustainable business practices by travel companies have on travellers’ choice of a travel service provider (hotel, resort, tour operator etc.)? A survey was commissioned by Market Vision in mid-2013, aimed to determine the extent to which demonstration and promotion of sustainability initiatives by travel companies can impact customer choice behaviour. The results suggest that, all else being equal, a certain proportion of travellers would be inclined to patronize a travel company whose sustainability credentials are easily visible while a larger proportion would be inclined to go with a travel company whose sustainability credentials are easily visible and are endorsed by a credible third party assessor. A smaller proportion of travellers would not care. What should eco-tourism businesses do to attract such customers and influence their choice?