engleski

Factors Influencing Decision Making in Tourist Market: Interaction of Environmental Attitudes and Tourist Travel Motives

Due to the nature of tourist product, there are many factors that influence individuals’ decision making process. Travel motives and environmental attitudes are one of those factors. By determining their relationship, a better understanding of tourists’ behaviour within the context of sustainable tourism can be achieved. The purpose of this paper is to examine the relationship between environmental attitudes of tourists measured by the New Environmental Paradigm (NEP) and travel motives. The aim of this paper is to determine influence of travel motives on environmental attitudes of tourists. The dimensions of travel motives were determined using principal factoring analysis. The NEP scale was used as a composite measure. Relationship between environmental attitudes and travel motives was determined by using regression analysis. Data was collected on a sample of tourists visiting Istria County. A total of 1655 questionnaires were collected. Using the theory of push and pull motivational factors two push and three pull motivational factors were determined through factor analysis. Influence of rest and relaxation as push factor, and all three pull factors i.e. accessibility, culture and services, was determined. This research confirms relationship between travel motives and environmental attitudes of tourists. The results of this research have also confirmed a tendency for responders to have positive environmental values, and mixed results when it comes to anti-environmental orientation.

New Environmental Paradigm scale, tourists, travel motives, Istria County

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