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Sustainable Tourism Attitude and Preference in Italian Adults: Value Orientation and Psychological Need Satisfaction

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  • Paola Cardinali

    (Department of Education Science, University of Genoa, 16126 Genova, Italy)

  • Nicoletta Varani

    (Department of Education Science, University of Genoa, 16126 Genova, Italy)

  • Laura Migliorini

    (Department of Education Science, University of Genoa, 16126 Genova, Italy)

Abstract

Sustainability became a leading concept in tourism development practice and research. Several studies have shown the relationship between sustainability choices and value orientation. However, there is a lack of studies that explore how autonomous motivation, based on the satisfaction of the basic psychological needs, might predict sustainability attitudes and preference. The present study aims to explore the relationship between attitudes towards sustainable tourism, preference for a sustainable stay, values orientation, and psychological need satisfaction in Italian adults, testing the hypothesis that also basic needs satisfaction and tourist preferences should contribute to increasing a positive attitude toward sustainable tourism. Participants are 142 Italian adults (M = 42,11 years, 80% women). This research used the online survey method collection and snowball strategy recruitment. The results showed that participants have a high level of attitude and preference towards sustainable tourism. Correlation indicated that there is a positive association between positive attitudes towards sustainable tourism, self-transcendence, and basic psychological need satisfaction. Furthermore, regression revealed that psychological basic need satisfaction, preference for a sustainable stay and value orientation explain people’s attitudes towards sustainable tourism. These findings imply more attention may be needed to psychological needs to understand how people might deal with environmental sustainability.

Suggested Citation

  • Paola Cardinali & Nicoletta Varani & Laura Migliorini, 2020. "Sustainable Tourism Attitude and Preference in Italian Adults: Value Orientation and Psychological Need Satisfaction," Sustainability, MDPI, vol. 12(24), pages 1-11, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10517-:d:462719
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    References listed on IDEAS

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    3. Lee, Tsung Hung, 2013. "Influence analysis of community resident support for sustainable tourism development," Tourism Management, Elsevier, vol. 34(C), pages 37-46.
    4. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    5. Alessandra Fermani & Maria Rita Sergi & Angelo Carrieri & Isabella Crespi & Laura Picconi & Aristide Saggino, 2020. "Sustainable Tourism and Facilities Preferences: The Sustainable Tourist Stay Scale (STSS) Validation," Sustainability, MDPI, vol. 12(22), pages 1-14, November.
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