Authors: Mélanie Brieu; Fabien Durif; Jean Roy; Caroline Boivin
Addresses: Sherbrooke University, 6585 Rue Clark – Montréal, Quebec, H2S 3E8, Canada ' University of Quebec at Montréal (UQAM), École des sciences de la gestion (ESG), Department of Marketing, 'Observatoire de la consummation responsable', Case Postale 8888, Succursale Centre-ville, Montréal, Québec, H3C 3P8, Canada ' University of Sherbrooke, Faculty of Administration, Department of Marketing, 'Observatoire de la consummation responsable' 2500 boulevard de l'Université, Sherbrooke, Quebec, J1K 2R1, Canada ' University of Sherbrooke, Faculty of Administration, Department of Marketing, 'Observatoire de la consummation responsable' 2500 boulevard de l'Université, Sherbrooke, Quebec, J1K 2R1, Canada
Abstract: The purpose of this article is to provide a better understanding of what triggers consumers' interest toward sustainable tourism by identifying the factors which either motivate or demotivate consumers during the purchase decision process relating to sustainable tourism supply options. An application of the means-end chain technique made it possible to explore the impact on the consumer's decision making process of positive and negative attributions of sustainable tourism. We conclude that two factors have a positive impact on sustainable tourism: 1) personal satisfaction (through enhanced self-esteem and added value); 2) positive image of the organisation (through a gain in credibility and differentiation). The technique also identified two factors that have a negative impact on sustainable tourism: 1) financial risk (by questioning the level of transparency with respect to pricing and genuine organisation intentions); 2) performance risk (by questioning hygiene and standardisation of the sustainability aspect of sustainable tourism).
Keywords: sustainable tourism; means-end chain; MEC; consumer behaviour; qualitative study; sustainability; motivation; demotivation; purchase decision making; personal satisfaction; self-esteem; added value; positive images; credibility; differentiation; financial risk; pricing; performance risk; hygiene; standardisation; tourist behaviour.
International Journal of Sustainable Development, 2013 Vol.16 No.3/4, pp.322 - 334
Accepted: 21 Mar 2012
Published online: 27 Sep 2013 *