The Consumption of Tourism - Tourism and Development: Concepts and Issues - page 364

responsible tourism, as measured by the consumption of responsible holidays
(see www.responsibletravel.com) are impressive, this represents only a small
proportion of total tourism activity; for example, in 2009 United Kingdom
(UK) residents made almost 59 million trips abroad. Nevertheless, there is
little doubt that not only is this an expanding market sector but also that
some, but not all, who participate in such forms of tourism do so on the basis
of deeply held environmental convictions. According to Diamantis (1999),
this position is supported by research which revealed that 64% of UK tour-
ists believe that tourism causes some degree of damage to the environment
and that, generally, UK consumers would be willing to pay more for an envi-
ronmentally appropriate tourism product. Similarly, a survey by the charity
Tearfund found that although affordability, good weather and a good hotel
were key attributes that were accorded highest importance in buying a holi-
day, significant importance was attached to the fact that the holiday was
designed to minimise environmental impacts and that a company had ethi-
cal policies. Moreover, 59% of respondents stated they would be happy to
pay more for their holidays if the extra money were to contribute to higher
local wages, environmental conservation and so on (Goodwin & Francis,
2003). Data provided by the International Ecotourism Society also lend sup-
port to this argument. For example, it is claimed that, in Europe, between
5% and 10% of travellers demand 'green' holidays whilst, according to a
survey amongst British, American and Australian tourists, 70% would pay
up to $150 more for a two-week holiday in a hotel with responsible environ-
mental attitudes (TIES, 2006).
Conversely, there is little evidence to suggest that, in practice, tourists are
becoming more environmentally conscious. For example, Swarbrooke and
Horner conclude that, although different nationalities of tourists may embrace
environmental values to varying extents, on the whole 'most tourists do not
appear to have a real concern with the environment that determines their
behaviour as tourists' (1999: 207). Indeed, studies into the motivation of eco-
tourists show that the majority seek wilderness scenery, undisturbed nature
and the activities that such locations offer as the prime reasons for participat-
ing in ecotourism (Eagles, 1992; Eagles & Cascagnette, 1995). In other words,
it is the pull of particular destinations or holidays (and the anticipated
enjoyment of such holidays) that determines participation rather than the
influence of environmental values over the consumption of tourism in gen-
eral. A similar conclusion is reached by Sharpley (2006: 19), who asserts that
'although demand for ecotourism remains on the increase, there is little evi-
dence to suggest that ecotourists are also on the increase . . . Tourists may be
demanding new, different products, such as ecotourism, yet the conventional
reasons for participating in tourism are unlikely to have changed'.
To a great extent, this confusion surrounding the extent of 'good' tourist-
consumer behaviour has arisen because the concept of the 'new', 'good'
or 'responsible' tourist relies heavily upon the assumption that increasing