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Segmenting Low-Carbon Tourists by Low-Carbon Travel Scale

Segmenting Low-Carbon Tourists by Low-Carbon Travel Scale
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Author(s): You-Yu Dai (Shandong Jiaotong University, China)
Copyright: 2019
Pages: 18
Source title: Handbook of Research on the Evolution of IT and the Rise of E-Society
Source Author(s)/Editor(s): Maki Habib (The American University in Cairo, Egypt)
DOI: 10.4018/978-1-5225-7214-5.ch023

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Abstract

This chapter expands research on low-carbon tourism by using the low-carbon travel scale (LCTS) to profile low-carbon tourists. The results demonstrate the LCTS's ability to effectively identify different levels of low-carbon tourists. A priori segmentation was conducted using the respondents' overall LCTS score as the segmenting criterion. The resulting four segments were labeled “not a low-carbon tourist,” “minimal low-carbon tourists,” “moderate low-carbon tourists,” and “strong low-carbon tourists.” This study (1) confirms the usefulness of the LCTS for identifying and segmenting travelers and (2) provides the sustainable tourism field with a more holistic tool for measuring sustainable travelers. Destination managers interested in marketing to low-carbon tourists can use this tool to identify how many low-carbon tourists come to their area, level of low-carbon tourists' tendencies, and what the destination can focus on to attract more of this travel segment.

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