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Environmentally Sustainable Lifestyle Indicators of Travelers and Expectations for Green Festivals: The Case of Canada

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Festivals are emerging as one of the most attractive events in the tourism industry as their cultural and social wealth can contribute to the general promotion of a destination. Increased desire by communities to behave more responsibly has encouraged more sustainability-focused strategies on the part of festival organizers and have stimulated other industry stakeholders towards such actions. Accordingly, understanding what ecological behaviors might contribute to encouraging festival attendance can be important to planning a festival. In this regard, the main purpose of this research was to investigate real life environmentally sustainability tendencies of festivalgoers and their attitude towards attending environmentally sustainable festivals. Survey data were collected from 849 Canadian respondents who had attended a festival at least once in 2017. Our findings illustrate that a positive attitude towards attending a green festival is more strongly predicted by the level of intrinsic voluntary environmental actions that reflect personal commitment than by more mechanistic environmental activities such as waste reduction and recycling.
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Document Type: Research Article

Publication date: September 18, 2019

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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