by Kyungjun Roh, Department of Tourism, Event, and Sport Management undergraduate student
In the first week of October of 2024, I had the opportunity to attend the Travel and Tourism Research Association (TTRA) CenStates Chapter Conference in Sioux City, Iowa. While I was nervous about representing our research team through a poster presentation, it was also an exciting experience.
Our research, titled ‘Intentions vs. Actions: Understanding Sustainable Travel Behavior in Gen Y and Z Travelers – A Mixed-Methods Study,’ focused on exploring the gap between younger generations’ sustainable travel intentions and their actual behaviors, a crucial issue in today’s travel industry. The study used focus group interviews for the qualitative study and a survey with a sample size of 456 participants for the quantitative study. Through this process, the study identified two major gaps. The first is the Behavior-Intention Gap, where a disconnect exists between what travelers intend to do in terms of sustainability and their actual behaviors during trips. The second is the Daily Life-Travel Gap. Despite maintaining eco-friendly habits in daily life, travelers often struggle to sustain these behaviors while traveling.
The study identified three major factors contributing to these gaps. First, travelers often face limited resources and a lack of sustainable options at their destinations. Second, many have limited knowledge about how to engage in sustainable travel practices. Finally, the cost of sustainable choices is often perceived as higher, making them less accessible to travelers. Ultimately, addressing these gaps is vital for fostering sustainable travel among younger generations. Continued research in this area will not only enhance our understanding but also contribute to the development of effective strategies that promote environmentally responsible travel behaviors.
At the conference, I had the chance to engage in in-depth conversations about sustainability and data with various industry professionals and professors. Listening to presentations from representatives of data research companies deepened my understanding of the importance of data and how to utilize it effectively. This was a valuable opportunity, one that is not often available to undergraduate students, and I’m incredibly grateful for it.
Lastly, I would like to express my sincere gratitude to the research team and Professor Becky Liu-Lastres for giving me this valuable opportunity. I’m excited to continue growing through the insights and networking experiences I gained from this conference.
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