Research on the Meaning and Impact of Sustainable Tourism

Mandala Research and World Footprints is fielding a ground-breaking Sustainable Travel and Tourism Study that will uncover travelers’ expectations, their definitions of sustainability, and their propensity to support destinations and travel companies that implement sustainable practices. This research program will enlist the active participation of all sponsors in a collaborative approach to generating the most in-depth and insightful analysis on the value of sustainability.

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 World Tourism Organization (WTO) describes sustainable tourism as “development [that] meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future.

It is envisaged as leading to the management of all resources in such a way that economic, social, and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems,” (WTO in Agenda 21 for the Travel and Tourism Industry). With over 60 million+ Americans who have growing concerns about environmental issues, more demand for transparency in the market, and who are willing to pay more to use a sustainable-focused travel company.

Component  I - Consumer Survey

In partnership with Mandala Research, World Footprints will conduct an online survey of 1,000 consumers who have taken one or more overnight leisure and/or business trip(s), 50+ miles from home, in the past 12 months. The survey will be conducted among a nationally representative sampling of adults 18 years or older, and will take approximately 25 minutes to complete.

The general areas of study in the consumer survey will include: 

• Psychographics
• Travel behavior
• Responsiveness to destinations and travel companies that demonstrate a commitment to sustainability
• Levels of involvement in sustainable activities and overlap across activities
• Traveler’s definition of “sustainable travel and tourism” and its importance
• Trip Planning behavior
• Demographics
• Generational differences in cultural travel preferences (Millennial, Gen X, and Boomers)
• Overall economic value of this segment to the marketplace
• Additional categories to be added by the study sponsors

Component  II -  Industry Survey

The study is designed to serve the needs of the sponsors of the research, who will collectively, with World Footprints and Mandala Research determine the specific questions in the survey. The sponsors will have input into each of the phases of the research.

The study will be facilitated by Mandala Research, who will have responsibility for fielding the research and for the methodological design, analysis, and dissemination of the results.

Planned launch of the study is February, 2011.

Timeline

We have a goal of fulfilling the sponsorship subscriptions no later than February 15, 2011. Preliminary work will begin subsequent to commitments from premium lead sponsors. The timeline is as follows but is subject to modification based on sponsorship subscriptions and other extenuating factors.

Kickoff conference call with sponsors February, 2011

Data collection March, 2011, Draft report available April, 2011, Final report available April, 2011

Please contact Laura Mandala for more information on how to become a sponsor and help shape this new study. You can also pre-order your copy today.