by Melissa Tilling, Editor of Sustainable Journeys
In the ever-increasing conversations of sustainable tourism, it’s becoming increasingly clear that our travel choices are intimately linked with our emotions.
This connection goes beyond the simple binary of good versus bad choices; it’s about the complex interplay of feelings that can guide us towards more environmentally friendly practices.
The emotional aspect of sustainable decision-making is significant. Feelings like pride in making eco-friendly choices or guilt about one’s carbon footprint influence our behaviour. These emotions act as internal prompts, pushing us towards actions that align with our moral compass.
Emotional intelligence, which involves understanding and managing our own emotions and those of others, is equally important in this context. It affects our ability to empathise with the natural world and to make choices that reflect a commitment to its wellbeing.
Counterfactual thinking is another psychological concept that comes into play. By reflecting on ‘what might have been’, we often adjust our future actions. This kind of thinking can lead to more sustainable travel behaviours as individuals consider the potential impact of different choices.
These emotions act as internal prompts, pushing us towards actions that align with our moral compass.
Despite the importance of emotions in influencing travel choices, the tourism industry has yet to fully embrace this understanding. There is room for growth in how the emotional drivers of sustainable tourism are measured and operationalised within the sector.
Furthermore, the notion of egoistic benefits reminds us that the personal satisfaction derived from making ethical choices can also encourage sustainable behaviours. The pleasure that comes from knowing we are travelling responsibly can be a powerful motivator.
Despite the importance of emotions in influencing travel choices, the tourism industry has yet to fully embrace this understanding.
Understanding the emotional drivers behind sustainable travel choices is crucial for both travellers and the tourism industry. Recognising and harnessing these emotional connections can lead to a more profound engagement with sustainable tourism practices.
