Mandala Research and Sustainable Travel International, in partnership with the Sustainable Travel Leadership Network and the Sustainable Destination Leadership Network, have announced that they are fielding the Sustainable Travel and Tourism Study to examine travelers' expectations, their definitions of sustainability, their propensity to visit destinations and support travel companies that contribute to the social, environmental and economic well-being of host communities.
The study takes a closer look at all the key components of sustainability, specifically, environmental, social, cultural, economic and governance. The study will engage participants in a collaborative approach to generating the most in-depth and insightful analysis on the value, demand for, and return on investment of sustainability.
"Sustainable tourism means many things to many people, and until now the travel industry hasn't fully understood how travelers define it, value it, and make choices based on sustainable practices," said Laura Mandala, Managing Director of Mandala Research. "This research is an attempt to understand from the bottom up how travelers are making choices based on what they believe to be 'sustainable' and how this translates to higher quality experiences."
Sustainable Tourism is one of the most progressive and rapidly growing travel segments in the world, yet sustainable tourism, per se, has not been adequately defined or measured. The United Nations World Tourism Organization (UNWTO) describes sustainable tourism as "development [that] meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future."
Mandala added that while the benefits of tourism from a global perspective are widely known, corporate decision makers and destination managers would benefit from better understanding the potential impact of and business case behind sustainable tourism. This study will help the industry to better understand how travelers define sustainable tourism and how they incorporate it into their travel decisions and behaviors.
Slated for release in June, 2015 general areas of the study will include:
- Travel behavior
- Responsiveness to destinations and travel companies that demonstrate a commitment to sustainability
- Levels of involvement in sustainable activities and crossover activities
- The role of sustainability in destination choice and corporate patronage
- Trip planning behavior
- Traveler definitions of "sustainable travel and tourism" and its importance
- Demographics generations differences in cultural travel preferences (Millennial, Gen X and Boomers)
About Sustainable Travel International
Sustainable Travel International and its partners are redefining travel and tourism as a force for good. Since our inception in 2002, we have effected change at scale in more than 75 destinations worldwide while helping communities, businesses and governments build a better future for themselves and the environment through tourism. In response to urgent threats facing our planet, we are inspiring a movement to positively impact the lives of at least 10 million people in tourism destinations over the next decade. Learn more at http://sustainabletravel.org
About Mandala Research
Mandala Research is one of the leading travel and tourism research companies in the world. The firm has pioneers the "firsts" of many niche studies in the travel industry and offers extensive knowledge of several growing demographics and trends, including U.S. Hispanic travelers, wine and culinary tourism, Gay and Lesbian travelers, The International Shopping Traveler, Travelers from Growth and Emerging Markets and the African American Traveler. Mandala's clients include destinations, major travel brands, government agencies, associations and more, with extensive expertise in brand tracking, brand equity and brand identity research. For more information, visit www.MandalaResearch.com.
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