The Market for Responsible Tourism Products - Center for ...

2.2 Characteristics of the responsible traveler
There is little research on the “responsible traveler” to the focal destination countries in this
report. Therefore the general characterization of responsible tourists is drawn from reports on
the general travel behavior of consumers and interviews with tour operators in Europe and
America. We will first discuss the qualities that are common among responsible travelers,
followed by consumer behavior in the different source markets.
Our research has found several key attitudes resonate among all consumers of responsible travel
products regardless of their country of origin. These consumers have a higher than average
social conscienceness and therefore seek interactive holidays that provide an enriching
experience distinct from their day-to-day lives. Ultimately, to attract the responsible traveler,
travel products must appeal to these attitudes. “Figure 7” summarizes these core elements that
are common among responsbile travelers.
Interactive and Experiential
Responsible travelers tend to be experienced travelers, and, although they may have gone to a
beach resort or on cruise holiday before, they are looking now for vacations that are “different
and stimulating.” They are “interactive travelers” who participate in planning their travels, are
curious about other cultures and environments, and want to connect with others, make friends,
and develop personal relationships while on holiday. They are respectful of other cultures and
demonstrate a willingness to adapt appropriate dress and behavior when traveling. They seek to
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learn about local traditions, politics, and religious beliefs, as well as the environment, natural
history, and wildlife. A market survey conducted by the Centre for the Promotion of Imports from
Developing Countries (CBI) indicates that responsible tourists strive to use services that benefit
the host communities, including accommodations (home stay, B&B, or small lodge), cultural
demonstrations (cooking, weaving, craft making), cultural performances (music, dance,
storytelling), transport (buses, trains, bicycles), and local nature, cultural and historic guides.
The survey found that “these consumers will deliberately choose local options over those
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designed to appeal to a broader base of clients.” As elaborated in Section 3, our study has found
that these characteristics of the responsible traveler are found across a wide range of product
segments.
Responsible tourists, being experience seekers, are more apt to shift away from external travel,
in which the main interest is in demography and / or climate (e.g. beach holiday), towards
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internal determinants such as the desire for self-development and creativity. Often these
travelers seek to challenge themselves – physically, emotionally, and / or mentally - while on
holiday. In their search for authentic personal experiences, they are drawn to destinations that
are 'off-the-beaten path' and away from the standard tourist routes. The CBI study, for instance,
found that the European “global experience seeker” longs for self-discovery and education while
traveling, and that such experiences give a deep sense of personal fulfillment and individual
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growth. A study conducted by the U.S. Travel Industry Association in conjunction with National
Geographic concluded that “these travelers have expectations for unique and culturally authentic
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travel experiences that stem from a growing awareness of sustainability issues in travel.” They
also have cultural and environmental awareness and are more willing to participate in
community-based activities.
High Social and Environmental Consciousness
Based on recent consumer surveys and studies, as well as information gathered from interviews
with tour operators, it is clear that responsible tourism consumers have an above average social
and environmental conscience. These travelers are discerning consumers who are more likely to
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