Tourists are more likely to waste resources and abandon sustainable habits when travelling – even if they are environmentally conscious at home, according to new research from the University of Queensland (UQ).
The study, published in Tourism Management, found that while people’s core environmental values remain largely unchanged, travel activates what researchers describe as a “vacation place identity” – a psychological state that makes individuals feel freer, less accountable and less inclined to behave sustainably than they would in their everyday lives.
The findings help explain why well-intentioned travellers often consume more, waste more and conserve less while on holiday, despite growing awareness of tourism’s environmental footprint.
PhD candidate Dorine von Briel from UQ’s Business School said the research identifies a temporary identity shift that occurs when people travel, or even when they mentally place themselves in a holiday setting.
“We’ve introduced ‘vacation place identity’ as a distinct, measurable psychological state that emerges with travel,” von Briel said.
“This contrasts with ‘home place identity’, which is rooted in routine, responsibility and long-term emotional connection,” she added.
The research team conducted three separate studies and found participants consistently rated themselves as less environmentally responsible when imagining or experiencing holidays compared to when they were at home.
Dr Anna Zinn, a co-author of the study, said identity switching is common – from professional to parent, or from local to national identity – but this is the first piece of research to identify a specific vacation identity and examine its environmental implications.
The findings come amid growing concern about tourism’s climate impact. Previous UQ research has shown that tourism accounts for nearly 9 per cent of global carbon emissions, yet efforts to encourage more sustainable behaviour among travellers have had limited success.
Professor Sara Dolnicar, who also worked on the study, said the timing and framing of sustainability messages could be part of the problem.
“Sustainability messages often fail because they target tourists when their vacation place identity is already dominant,” she said. “Instead of guilt-based messages during trips – such as asking guests to reuse towels or shorten showers – subtle prompts that activate people’s home routines before departure could make a big difference.”
Dolnicar said the research suggests policymakers and the tourism industry should rethink how and when they encourage sustainable behaviour, shifting efforts earlier in the travel journey rather than relying on appeals made once tourists are already in holiday mode.
Some destinations are ramping up efforts to encourage more responsible tourism. The Pacific island nation of Palau requires visitors to sign the “Palau Pledge” upon entry, committing to act responsibly towards nature and the local culture. Visitors are asked to view in-flight messaging and sign a passport-style pledge promising to protect the environment and respect traditions as part of the entry process.
Similarly, New Zealand encourages tourists to make the “Tiaki Promise” before and during their visit. This commitment invites travellers to care for the country by preserving nature, respecting culture and travelling safely.
The kingdom of Bhutan requires visitors to pay a sustainable development fee as part of its “high value, low volume” tourism policy. The US$100 per night fee goes towards funding conservation, cultural preservation, education and health initiatives.
