How Previous Extraordinary Travel Experiences Inspire Tourists’ Future Pro-Environmental Choices
(A2025-126050)

AUTHORS

Nan (Iris) Xue, University of Birmingham; Elisa Chan, The Chinese University of Hong Kong; Lisa C. Wan, The Chinese University of Hong Kong

ABSTRACT

Tourist engagement in pro-environmental choices plays a critical role in sustainable tourism development. Nonetheless, there remains a limited understanding of how prior travel experiences shape tourists’ pro-environmental decision-making. By employing a survey and a lab experiment, this study seeks to investigate the influence of extraordinary travel experiences on tourists’ pro-environmental choices. Our findings indicate that extraordinary travel experiences can motivate tourists to choose pro-environmental hotels. This research contributes to the current literature on the novel antecedent of promoting pro-environmental tourism choices and underscores the importance of leveraging extraordinary travel experiences to inspire pro-environmental behaviours among tourists.