Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China
School of Management and Economics, Beijing Institute of Technology, Beijing 100091, China
School of Business, University of International Business and Economics, Beijing 100029, China
School of Computer Science and Communication Engineering, Jiangsu University, Zhenjiang 212013, China
Department of Management Sciences, COMSATS University Islamabad, Sahiwal 57000, Pakistan
Author to whom correspondence should be addressed.
Sustainability 2020, 12(8), 3248; https://doi.org/10.3390/su12083248
Received: 8 March 2020 / Revised: 1 April 2020 / Accepted: 10 April 2020 / Published: 16 April 2020
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.