Travel Reference
In-Depth Information
attitudes and behaviour. For example, the decision to engage in slow travel
could be related to an individual's environmental attitudes. The next section
takes a critical look at attitude and behaviour research in a travel context.
A critical review of attitude and behaviour research
in a travel context
There are a variety of theories of behavioural change that explore individual
perspectives, interpersonal and community interactions. Some theories have
been developed to examine pro-environmental behaviour in general, whilst
others are specific to transport. As with the general studies of modal choice,
much of the research analysing travel behaviour and environmental concern is
rooted in spatial geography and psychology traditions, which focus on mod-
elling rational behaviour (Dickinson et al, 2010b). Theories relating attitudes
and behaviour have facilitated a number of insights into the understanding of
mobility choices in relation to environmental values. However, these studies
are largely based on mathematical modelling approaches that are overly
reliant on quantitative measures and tend to assume that people have consis-
tent values and preferences (Guiver, 2007).
A variety of social psychological studies have explored environmental
concern and behaviour (see, for example, Barr et al, 2003; Dietz et al, 1998),
many of which attempt to define theoretical links between attitudes and
behaviour and to model attitude and behaviour change, although there is no
single framework for analysis (Anable et al, 2006; Kollmuss and Agyeman,
2002). Work has been undertaken specific to modal choice (Anable, 2005),
but here we will draw, as well, on the wider body of literature on pro-
environmental behaviour, including aspects such as recycling and energy use.
The link between attitudes and behaviour is far from simple, as evidence
points to people holding positive attitudes towards the environment that do
not translate into the associated positive behaviour (Barr, 2004; Blake, 1999;
Cassidy, 1997; Kollmuss and Agyeman, 2002; Nickerson, 2003). This atti-
tude-behaviour gap presents a considerable challenge with regard to the
climate change policy agenda (Anable et al, 2006).
A review of research on pro-environmental behaviour in the context of
tourism travel identified several key theories that seek to explain the attitude-
behaviour conundrum: Schwartz's norm-activation theory of altruistic
behaviour, Ajzen and Fishbein's theory of reasoned action and theory of
planned behaviour, social dilemma theory, cognitive dissonance and psycho-
logical reactance (Dickinson and Dickinson, 2006).
The theory of reasoned action is based on 'the assumption that human
beings are usually rational and make systematic use of the information avail-
able to them' (Ajzen and Fishbein, 1980, p5). The precursor to behaviour is
'intention to perform' a behaviour which is a result of the relative strengths of
attitude towards the behaviour (personal judgement that performing the
behaviour is either good or bad) and subjective norm (social pressure to per-
form the behaviour). In the theory of reasoned action the specificity of the
attitude towards behaviour is very important. Where attitudes are not specific,
