The effect of destination social responsibility on tourist environmentally responsible behavior

Visitors do what you do, not just what you say. Travelers’ behavior is shaped by how they perceive what the destination values. New research shows that when a visitor perceives a destination as socially responsible, it influences how they behave toward the environment.

This study by Su & Swanson (2017) finds that when tourists believe a destination community is committed to socially responsible activities – like protecting the environment or social justice – they experience stronger positive emotions. Those positive emotions, such as happiness and relaxation, increase visitors’ willingness to protect the destination and encourage a range of other good outcomes – including customer loyalty.

Visitors who feel emotionally connected to a destination are more likely to:

• Follow environmental rules
• Participating in environmental improvement efforts
• Encourage others to behave responsibly

Positive emotions were especially powerful in driving environmentally responsible behavior. When destinations create experiences that make visitors feel good about the place and its values, those feelings translate into action. The study also suggests that first-time and repeat visitors respond somewhat differently. First-time visitors may be especially influenced by visible signs of social responsibility, while repeat visitors may act responsibly because of their deeper emotional connection to the place.

For DMOs:

Great destinations shouldn’t just protect resources behind the scenes. Instead, they should communicate responsibility. When visitors see and understand a destination’s commitment to the environment and community, they are more likely to:

• Feel positive about the experience
• Act in ways that sustain it
• Identify with the place

Social responsibility in destinations isn’t just good ethics; it’s behavior design.

By visibly demonstrating environmental stewardship and community commitment, destinations can foster stronger emotional bonds and encourage visitors to help protect the very assets that make the place special.

The study can be found here.

Su, L., & Swanson, S. R. (2017). The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists. Tourism management, 60, 308-321. https://doi.org/10.1016/j.tourman.2016.12.011.