Flavia Stara

Sustainable hospitality and tourism at different ages: Women’s and men’s attitudes in Italy

Future tourism experiences will be more oriented towards eco-friendly destinations and dictated by responsible lifestyles, as shown by the Travel Trends Report and UNWTO report. Many studies confirm that the number of travellers looking for accommodation that ensures greater respect for the environment is constantly growing. The implications in terms of sustainable tourism are remarkable since they suppose a growing awareness of the impact of individual choices on global effects. The preferences for sustainable tourism are only partially explained by pro-environmental attitudes and values. To more fully explain sustainable tourism choices a reference is needed for additional motivational factors (Maeran 2009). Some studies show that women harbour higher environmental attitudes than men, in general and in relation to hospitality in particular. Other studies are more cautious. Gender, though, is a significant variable in this field, even if there are few studies on this aspect. This research focuses on Italy and investigates the gender orientation regarding sustainability and its influence on choices for eco-friendly hospitality, attitudes towards the environment (Bjerke and Kaltenborn 1999), the social dominance orientation (Sidanius and Pratto, 1999) and the propensity to act responsibly (Berkowitz and Daniels 1964). The results show that males are less apathetic towards the environment than females and that in Italy the link between being a citizen and environmental awareness has yet to be built.