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Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China

Author

Listed:
  • Muhammad Saeed Ashraf

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100091, China)

  • Naeem Akhtar

    (School of Business, University of International Business and Economics, Beijing 100029, China)

  • Rana Umair Ashraf

    (School of Computer Science and Communication Engineering, Jiangsu University, Zhenjiang 212013, China)

  • Fujun Hou

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100091, China)

  • Muhammad Junaid

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100091, China
    Department of Management Sciences, COMSATS University Islamabad, Sahiwal 57000, Pakistan)

  • Syed Ali Ashiq Kirmani

    (Department of Management Sciences, COMSATS University Islamabad, Sahiwal 57000, Pakistan)

Abstract

Background: Cross-cultural comparisons have remained an unexplored area in responsible tourism, and therefore, the current study aims to develop a conceptual framework and test it across cultures. The purpose of the present study was to formulate and cross-culturally confirm a research model in the context of responsible tourism. Methods: Schwartz’s personal values and theory of planned behavior are integrated into a theoretical framework in examining tourists’ revisiting intentions to ecofriendly destinations. Data were collected from experienced tourists of the United Kingdom and China and a comparison was made. Results: The findings indicate that our research model holds true for both groups; however, we observed some noteworthy differences between the two groups of samples. The findings offer suggestions to responsible tourism practitioners considering cross-cultural differences while developing tourism strategies. Conclusion: This study has some important implications for tourism marketers. Given our results, marketers should add cultural features into their marketing campaigns and devise strategies that can target a cross-cultural audience. We acknowledge research limitations and suggest future research directions to responsible tourism scholars.

Suggested Citation

  • Muhammad Saeed Ashraf & Naeem Akhtar & Rana Umair Ashraf & Fujun Hou & Muhammad Junaid & Syed Ali Ashiq Kirmani, 2020. "Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China," Sustainability, MDPI, vol. 12(8), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3248-:d:346492
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    References listed on IDEAS

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    Cited by:

    1. Sujood, Hamid & Sheeba, Hamid & Bano, Naseem, 2021. "Intention to visit eco-friendly destinations for tourism experiences: An extended theory of planned behavior," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 9(4), pages 343-364.
    2. Marek Nowacki & Joanna Kowalczyk-Anioł & Yash Chawla, 2023. "Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India," Sustainability, MDPI, vol. 15(10), pages 1-17, May.

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