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The project focuses on sustainable travel attitude and behaviour with attention to balance, liveability, impact and climate change (as indicated above). The customer journey is approached from the consumer side and intends to shed light on the way COVID-19 has influenced (or not) the following aspects:
• consumer’s understanding and appreciation of sustainability
• the extent to which this understanding has influenced their attitude towards
sustainable travel choices
• the extent to which this change is represented in their actual and projected
travel behaviour throughout the travel decision-making process
• conditions that may foster a more sustainable travel behaviour
The project can be seen as a follow up to existing studies on travel intention during and post COVID-19, such as ETC’s publication on Monitoring sentiment for domestic and Intra-European travel – Wave 5, or the joint study of the European Tourism Futures Institute (ETFI – www.etfi.nl) and the Centre of Expertise in Leisure, Tourism and Hospitality (CELTH – www.celth.nl) highlighting four future scenarios for the leisure, tourism and hospitality sectors post COVID-19.
The project will look beyond travel intention and will supplement existing knowledge with crucial information on the way consumers view sustainability and the extent to which they are willing to adjust their travel behaviour to aid the recovery of a more sustainable travel and tourism industry. Therefore, the report aims to generate knowledge vital for the understanding of consumer trends and the role sustainability will play in travel choices in the near future.
Problem statement
Please describe which question in the (participating) industry is addressed.
How has the sustainable travel attitude and behaviour in selected European source markets been influenced by the COVID-19 pandemic?
Further questions to be answered:
• How did the COVID-19 pandemic influence the consumer’s understanding and
appreciation of sustainability?
• To what extent did this understanding influence their attitude towards
sustainable travel choices?
• To what extent is this change represented in their actual and projected travel
behaviour throughout the travel decision-making process?
• What are the conditions that may foster a more sustainable travel behaviour?