The influence of motivators on responsible consumption in tourism

Abstract

Responsible consumption in tourism is a crucial prerequisite for its sustainable development. Tourists' attitudes are an essential topic in the issue of waste generation and management in both academic and practical environments. Raising awareness of waste issues, education, media influence, and influencers? support can positively or negatively shape tourists' attitudes toward environmentally conscious behavior. The paper examines the attitudes of Slovak tourism consumers toward sustainable consumption and waste generation. The study objective is to evaluate the effectiveness of motivators for responsible consumption in Slovakia's tourism industry. Four motivators and two attitudes that determine responsible consumption in tourism were determined. The results are based on data from primary research through a questionnaire conducted on a sample of 284 respondents. The intensity of perception of individual motivators was monitored through a 5-point Likert scale. The study defines one research question and four hypotheses. Spearman's correlation coefficient and logistic regression were used to verify the relationship between the selected motivators and consumers? attitudes. The results confirm that the motivators ?Family? and ?Media?, by providing information about waste and its effects on tourism destinations, are strong motivators for responsible consumption in tourism. ?Education? and ?Influencer? are less effective motivators. Based on this, the contribution presents possible measures to strengthen the education of consumers in the tourism industry on responsible consumption in waste generation.