What is it about?
Socially desirable ways of responding to surveys on environmental sustainability inflate our estimate of the occurrence of environmentally sustainable tourist behaviour by as much as 74 per cent. More observations and open-ended studies are needed.
Why is it important?
Environmental sustainability is one of the challenges of humanity. Tourism is the 5th largest polluting industry, generating 5% of global CO2 emissions and 14% of total greenhouse gas emissions (UNWTO 2009). New ways of reducing the negative environmental impact of tourism are critically important in view of making this industry more sustainable. News ways cannot be developed and validated unless we have valid measures of pro-environmental behaviour.
The following have contributed to this page: Professor Sara Dolnicar