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

Muhammad Saeed Ashraf, Naeem Akhtar, Rana Umair Ashraf, Fujun Hou, Muhammad Junaid and Syed Ali Ashiq Kirmani
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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
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
Syed Ali Ashiq Kirmani: Department of Management Sciences, COMSATS University Islamabad, Sahiwal 57000, Pakistan

Sustainability, 2020, vol. 12, issue 8, 1-18

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.

Keywords: cross-cultural; responsible travel; ecofriendly; tourism; personal values; revisiting intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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