Travel Reference
In-Depth Information
applications in accordance with regional or local circumstances, as well as all
manner of trade-offs and synergies.
Travel behaviour
The transition will also be marked with a change in behaviour in some of the
markets. There is already mounting evidence of a green consciousness among
some market segments in developed countries (Dolnicar and Leisch, 2008;
Dolnicar et al, 2008). Pro-environmental behaviour is dependent on attitudes
towards the environment (Nilsson and Küller, 2000). It is estimated that 30
per cent of the population are already green supporters and 40 per cent
described as neutrals who could become engaged. Only 30 per cent of the mar-
ket is averse or rejects outright the need to be more attuned to environmental
concerns (KMR, 2008). This is likely to become more diffused as the prob-
lems of climatic change become more tangible. However, Jackson (2005)
points out that behavioural change requires more than information, and
Moser and Dilling (2007) note that people rationalize their aversion to take
action and present discourses accordingly to justify their approach. In the con-
text of slow travel, the rationale is not so much about reduction or removal
of travel, but about choice that is still within the comfort, convenience and
cost zones of a wide range of the population.
There is likely to be another fundamental driver. It is argued that travel
reduction is more likely to come from reduced levels of affluence than pro-
environmental behaviour. Jackson (2009, p187) estimates that this level of
adjustment will be an enormous task:
In a world of 9 billion people all aspiring to western lifestyles,
the carbon intensity of every dollar of output must be at least
130 times lower in 2050 than it is today. By the end of the cen-
tury, economic activity will need to be taking carbon out of the
atmosphere not adding to it.
As economies seek to reduce the carbon intensity in the economic system,
growth may not be axiomatic and there could well be less disposable income
available across communities. This is another principal reason why a slow
travel paradigm is possible. It is based on an assumption that modest shifts of
behaviour, driven by an emotional need for holiday-taking, but with recourse
to the rational boundaries of economics and ecology, can take place within
most tourism markets. Consumers will expect to influence tourism develop-
ment and changing supply of tourism. There is, however, already a slow travel
movement which is advocating a different way to take holidays; the question
is about the pace and breadth of its growth.
There are three possible scenarios for slow travel during this period of
transition.
Slow travel as a niche market
Slow travel is currently a niche market favoured by sections of the middle class
in developed economies and by lower socio-economic groups who have little
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