Tourism and the environmental crisis: Can post-millennials save the planet?

Abstract

The environmental consequences of the tourism sector have been studied for decades, but research has yet to be undertaken as to why people continue to appear to be unwilling to reduce or change their tourism consumption. Recently, however, there has been evidence of more widespread environmental concern and action, particularly amongst the Greta Thunberg-inspired post-millennial generation. Indeed, some suggest that post-millennials are at the vanguard of a move towards more sustainable consumption and lifestyles. But the question remains: is this generation willing to change its tourism consumption habits in the context of contemporary environmental concerns? Hence, there currently exists a significant gap in the academic discourse surrounding the post-millennial generation (as the tourists of the future) and if / how they might change their tourism-consumption habits in light of the climate emergency. The purpose of this thesis is to address this gap in the literature and explore the extent to which the potential does exist for this generation to contribute to a change in tourism consumption.

More specifically, the critical question underpinning this thesis is: can we continue to indulge our travel desires while reducing (or even reversing) the negative impacts that arise from the very practice of doing so? In addressing this question, this thesis explores the wider literature on consumer behaviour in order to understand what it is about tourism that is so difficult to adapt or change. In addition, it considers the phenomenon of the value-action gap in environmental tourism studies as a conceptual framework for exploring the social-psychological theories of cognitive dissonance and conspicuous consumption.

Adopting an overall inductive, mixed methods approach, the research employs a two-phase sequential qualitative data collection method utilising, first, a scoping survey-based questionnaire (distributed amongst post-millennial-aged respondents) which seeks to identify and explore emerging themes surrounding post-millennials’ environmental awareness and corresponding tourism consumption attitudes and behaviours. This is followed by in-depth, semi-structured interviews in order to elicit a deeper understanding of the respondents’ motivations and consumption habits.

Findings from the research indicate that whilst most post-millennials are indeed environmentally aware, they are, however, unlikely to change their tourism consumption habits for the benefit of the environment. Moreover, amongst this generation, tourism is seen as a consumption practice that is integral to their very being, shaping their identity and superseding other consumption habits. In short, the intrinsic nature of tourism is deeply ingrained in their lives to a point where they cannot even articulate what motivates them to consume it in the first place.