Judith Mair

Exploring air travellers’ voluntary carbon-offsetting behaviour

This paper advances understanding of consumers who purchase voluntary carbon offsets (VCOs) for flights by profiling the socio-demographic characteristics of VCO purchasers in Australia and the UK and investigating their environmental attitudes and beliefs. Earlier research shows that there is confusion and lack of clarity around VCO schemes, yet small numbers of consumers continue to purchase them. Using an online panel survey of 502 respondents, this research considers whether those who purchase VCOs can be considered to be ecocentric, and whether they share a similar socio-demographic profile with those engaging in other forms of pro-environmental behaviour. The results suggest three groups: “Ecocentrics” (36%), “Middle of the Road” (31%) and “Anthropocentrics” (33%). While VCO purchasers appear to be ecocentric, not all ecocentric respondents purchased VCOs and, additionally, those who did purchase, appear to have a different socio-demographic profile from others engaging in pro-environmental behaviour. The study suggests that this segment of the flying public, already willing to contribute towards climate change mitigation, may be the best segment to target with behavioural change messages intended to encourage the structural changes in travel choices required to mitigate climate change. Earlier suggestions that older females are more likely to purchase VCOs are not supported.

The development of a conceptual model of greening in the business events tourism sector

This paper examines the process of corporate greening, and proposes a general conceptual model of the process, which may be relevant in a number of different corporate sectors. The model includes drivers of greening and barriers to greening and also the organisational context in which greening decisions are taken. In addition, this paper considers the role of media coverage in influencing pro-environmental behaviour amongst organisations. The paper then tests the model in one particular tourism context – that of business events – in order to ascertain the specific nature of the corporate greening process in that context. The paper concludes that the general model may be applied to a number of industry sectors, and the model specific to business events tourism may be used to underpin future research in this area.

Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions

ABSTRACT Studies investigating the influence of social media on destination choice are in an exploratory stage. Essentially, social media disseminates word of mouth electronically, unlike traditional word of mouth. However, within tourism, evidence has suggested that both terms may be used interchangeably. In this article, five points of difference suggest that electronic word of mouth is to be treated as a unique entity. The distinctive characteristics of electronic word of mouth are little known source-receiver relationships, channel variety and presentation of contents, opportunities for information solicitation, message retention capabilities, and content provider motivations for disclosure. Three considerations for destination management organizations are creating opportunities for past visitors to narrate memorable tourism experiences, involving industry partners to build relevant destination images and greater engagement with social media. This conceptual article advances the understanding of electronic word of mouth in presenting distinctive credibility profiles toward a proposed influence on destination image and choice.

Emerging Green Tourists in Australia: Their Behaviours and Attitudes

Concern about environmental sustainability and climate change has increased dramatically in the past decade and is affecting the way consumers behave. This change has led to a greater focus on green consumerism, and for the tourism industry, a greater interest in green tourists. Although debate about green tourist behaviour exists, it is accepted that some tourists have stronger views than others about environmental issues and are also more active in addressing these concerns with regard to how they live their lives. There is still much to learn about green consumerism and this study aimed to identify and profile green tourists to raise awareness about their attitudes and behaviours and to recognise this market for driving change. A group identified as emerging green tourists was distinguished by their environmental behaviour at home, their information seeking and purchasing intentions. However, there is little clear evidence that these intentions have translated into actual purchases.

Developing a framework for regional destination adaptation to climate change

The tourism sector is particularly vulnerable to changes in climate, as it is often the weather that sets the parameters for various forms of tourism. Despite this, little research has been done to assist tourism destinations in adapting to climate change. Adaptation aims to moderate, cope with, and benefit from the consequences of climate change in order to manage risk and reduce vulnerability. Most adaptation models focus on the risks of climate change, missing the potential opportunities that may emerge due to climate change. Furthermore, the role of the tourist is largely neglected. This paper provides an analysis of existing adaptation models for tourism before proposing a conceptual framework for regional adaptation to climate change which takes into account both supply- and demand-side perspectives. Consequently, the proposed model provides a holistic approach to adaptation that aims to increase resilience and resistance to climate change by implementing appropriate adaptation strategies that reduce vulnerability, while increasing readiness to capitalise on opportunities presented by climate change.

Towards a research agenda for post-disaster and post-crisis recovery strategies for tourist destinations: a narrative review

This paper presents the results of a review of the literature concerning post-disaster and post-crisis recovery for tourist destinations. A total of 64 articles on this topic published in peer-reviewed tourism journals between January 2000 and June 2012 were included in the review. These articles were written on a number of different disaster contexts, including weather-related events (floods and hurricanes), natural disasters (earthquakes and tsunami) and other events (such as pandemics and terrorist attacks). The key themes that emerged included a lack of communication between stakeholders, media sensationalism, the importance of selecting the most effective marketing messages, lack of disaster-management plans, damage to destination image and reputation, and the changes in tourist behaviour following crises and disasters. The review identifies ways to improve the speed and effectiveness of response to disaster, the importance of relationship marketing with loyal customers and the need to quickly repair destination image. Suggestions for future research arising from this review include the urgent need to encourage tourism operators to engage with crisis preparedness and disaster-management strategies and the importance of gaining a better understanding of the consumer response to disastrous events.

An exploration of events research: event topics, themes and emerging trends

Purpose – The purpose of this paper is to identify and examine emerging trends in event and festival research and also in the themes and topics being studied in this area.Design/methodology/approach – Taking an innovative approach, this paper used an abridged version of Q methodology to seek the opinions of events experts on the topics and themes that will underpin the future development of an events and festivals research agenda.Findings – The results of this research revealed that events experts feel that there are several areas that have been comprehensively researched and where further research is unlikely to provide any new information. These include definitions and types of events, and events logistics and staging. Directions for future events and festivals research include the need for studies on the socio‐cultural and environmental impacts of events along with a better understanding of the relationship between events and public policy agendas. This research has also highlighted a lack of research ...

The Effectiveness of Post-Disaster Recovery Marketing Messages—The Case of the 2009 Australian Bushfires

ABSTRACT An understanding of how best to communicate with the tourism market in the wake of a disastrous event is essential for destination marketing organizations seeking to manage the misperceptions and media-imposed attitudes held by potential visitors. To date, the literature remains silent in terms of the types of messages destination marketing organizations are best to employ when a disaster has hit and consequently marketers often take an “ad hoc” approach to their post-disaster communications that may or may not be effective in terms of encouraging visitation. In response to this knowledge gap, the research presented in this article adopted an experimental methodology to examine the effectiveness of nine disaster recovery message themes commonly used by destination marketing organizations. The messages were presented to respondents via a print advertisement promoting the Victorian region of Gippsland—a tourism region severely affected by the 2009 Black Saturday Bushfires. The results revealed that a marketing message endorsed by a well-known and well-associated celebrity figure is likely to be most effective in encouraging tourists to return to or visit a disaster-affected destination 12 to 24 months following the event. The findings also revealed a significant relationship between past visitation and the time frame in which visitors will visit a disaster-affected region. Those who had visited the region four times or more were much more likely to return within 6 months of the event than less frequent visitors. A final important message revealed in this study was the fact that the tourism market is not averse to disaster recovery promotional activities, a concern often considered by destination marketers when planning their post-disaster recovery campaigns.

Encouraging pro-environmental behaviour: the role of sustainability-focused events.

Tourism is a potential setting for encouraging sustainable behaviour. One popular mechanism is to stage events with a sustainability focus, aimed at fostering behaviour change amongst attendees. This paper reports on a study of a sustainability-focused event in Australia. The Transtheoretical Model (TTM) was used to explore if and how this event could potentially promote pro-environmental behaviour change amongst attendees. TTM provides a five-stage framework, linked to a series of 10 processes of change, with both attitudinal and behavioural dimensions. The stages comprise pre-contemplation, contemplation, preparation, action and maintenance. Findings suggest that this event attracts individuals already significantly committed to sustainable behaviour who are using the event as a source of encouragement and positive feedback for their lifestyle choices. They are not the audience that the organisers need to reach in order to achieve their aim of behaviour change on a broader scale. This event did, however, support the processes of change, particularly for those in the “action” and “maintenance” stages. This paper considers the implications of these findings and TTM as a research tool for the future promotion and marketing of these events to tourists, possible applications to tourism fairs and exhibitions, and to behavioural change in tourism generally.

The greening of music festivals: motivations, barriers and outcomes. Applying the Mair and Jago model.

Events are a growing sector, often attracting tourists to destinations. There is increased emphasis on achieving sustainability in event management; some festivals, particularly large outdoor music festivals, are leading in greening their events. This paper explores the drivers of, and barriers to, greening festivals and considers how events might be a vehicle for promoting sustainable behaviour. The application of the Mair and Jago model is tested. Long interviews were conducted with managers of six UK and Australian festivals that have won awards for their “green” performance and an organisation that encourages the greening of festivals. Findings suggest that managers of these festivals act both as a champion and a steward of greening and that the key drivers of festival greening are the personal values or ethos of the manager and/or the organisation, demand for greening from stakeholders and a desire to educate and act as an advocate of green issues. Barriers to greening festivals included the financial costs, lack of time and control over festival venues and the inability to source appropriate suppliers or supplies. Further research could explore these issues in other events contexts and examine whether events leave a lasting legacy in terms of influencing environmental behaviour.