A recent study from the University of Queensland highlights that individuals often adopt a less environmentally responsible attitude while on vacation. Researchers discovered that although tourists maintain their core environmental values, a phenomenon termed “vacation place identity” can lead to diminished accountability for sustainable behaviors when away from home.
PhD candidate Dorine von Briel from the university’s Business School explained that this temporary shift in identity impacts how individuals perceive their responsibilities as travelers. “We’ve introduced ‘vacation place identity’ as a distinct, measurable psychological state that emerges with travel,” Ms. von Briel stated. “This contrasts with the more commonly known ‘home place identity’, which is rooted in routine, responsibility, and long-term emotional connection.”
The study involved three separate research projects, consistently showing that participants viewed themselves as less environmentally conscious during holidays compared to their behavior at home. Dr. Anna Zinn, a co-author of the research, noted that while identity shifts—like moving from a work identity to a parental one—are common, this is the first study to specifically identify the implications of a unique vacation identity on environmental sustainability.
The findings are particularly relevant considering that previous research from the University of Queensland revealed tourism is responsible for nearly 9 percent of global carbon emissions. Despite initiatives aimed at promoting sustainable practices among travelers, these efforts have often struggled to make a significant impact.
In light of these findings, Professor Sara Dolnicar emphasized that activating a “home place identity” prior to or during travel could encourage more sustainable behavior among tourists. “Sustainability messages often fail because they target tourists when their vacation place identity is already dominant,” she explained. “Industry and policymakers should rethink timing and tactics for sustainability campaigns. Instead of guilt-based messages during trips, like reusing towels or reducing shower times, subtle prompts that evoke our home routines before departure could make a big difference.”
The full research was published in the journal Tourism Management, providing a comprehensive overview of the psychological shifts that occur during holidays and their implications for environmental practices. The study urges businesses and policymakers to consider innovative approaches to encourage sustainable behavior among travelers, aiming to bridge the gap between tourists’ values and their actions.
