Global Research Reveals Importance of Acknowledging Cultural Differences in Marketing Sustainable Tourism Facilities

A new international study, led by Hong Kong Shue Yan University and the University of South Australia, surveyed 800 individuals across 37 countries to explore how cultural values, age, and education influence tourists’ acceptance of sustainable features in bed and breakfasts (B&Bs). While previous research indicated that many tourists are willing to pay a premium for eco-friendly accommodations, this study uniquely examines cultural attitudes towards specific sustainable practices in B&Bs, such as water treatment and natural ventilation. The findings reveal that tourists from hierarchical cultures like China and India strongly support green features, while those from risk-averse nations like Japan prefer controlling their environment with air conditioning. Younger and more educated travelers value visible and practical sustainability attributes, respectively. The researchers recommend that B&B owners tailor their green investments to align with cultural preferences and suggest that governments play a role in promoting sustainable tourism through incentives and supportive policies.

Global Research Reveals Importance of Acknowledging Cultural Differences in Marketing Sustainable Tourism Facilities

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