What helps travelers choose public transport?

DMOs can encourage responsible travel behaviors by emphasizing the environmental benefits of using public transport. By using messages that highlight how public transport contributes to climate change mitigation and improves air quality, DMOs can appeal to tourists’ sense of personal duty towards the environment. Research by Kim et al. (2024) suggests that perceived environmental, social, and governance factors have a strong influence on tourists’ decisions to use public transport. DMOs can incorporate this into their marketing strategies by promoting attractions with sustainable messages that emphasize the environmental, social, and governance elements of using public transport implemented through both online and offline promotional activities.

It is important to realize that different segments of tourists respond differently to value and climate change mitigation messages. DMOs could tailor their marketing efforts to target consumers who prioritize efficient resource allocation and are more likely to use public transport. By focusing on these strategies, DMOs can foster a culture of responsible travel that not only enhances the tourist experience but also contributes to the sustainability of their destinations.

The study can be found here.

Kim, M. J., Hall, C. M., Chung, N., Kim, M., & Sohn, K. (2024). What Makes Tourists Use Public Transport? Value-Belief-Norm Theory, Environmental, Social, and Governance Factors, and the Sustainable Development Goals. Journal of Travel Research, 63(6), 1426-1441. https://doi.org/10.1177/00472875231191708