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Understanding Travelers’ Attitudes Toward Sustainability in City Trip Recommendations

In: Information and Communication Technologies in Tourism 2026

Author

Listed:
  • Ashmi Banerjee

    (Technical University of Munich)

  • Wolfgang Wörndl

    (Technical University of Munich)

Abstract

Tourism is a significant driver of economic development, but also a major contributor to environmental challenges. As awareness of sustainability grows, travelers face complex trade-offs between personal preferences (e.g., cost, interest alignment) and environmental responsibility. This paper investigates these trade-offs through a user-centric study with 39 participants, combining Likert-scale questions to capture stated preferences and a Discrete Choice Experiment (DCE) to model revealed preferences. The attributes analyzed were destination popularity, crowding, budget, environmental impact, and interest match. Our results show that although participants voiced strong support for sustainability in principle, the DCE indicated that budget constraints, crowd avoidance, and interest alignment were stronger drivers of choice. Notably, “moderately popular” destinations were most preferred, suggesting a desire for a balance between discovery and reliability. These findings provide crucial insights for designing recommender systems that can effectively nudge users toward more sustainable travel by aligning environmental benefits with personal priorities like cost savings and better experiences.

Suggested Citation

  • Ashmi Banerjee & Wolfgang Wörndl, 2026. "Understanding Travelers’ Attitudes Toward Sustainability in City Trip Recommendations," Springer Proceedings in Business and Economics, in: Peter O'Connor & Mattia Rainoldi & Julia Neidhardt (ed.), Information and Communication Technologies in Tourism 2026, chapter 47, pages 695-707, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-23925-9_47
    DOI: 10.1007/978-3-032-23925-9_47
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