Understanding Green Travel Behaviour: A Comparative Study Of Motivational Factors For Destination Selection Among Slovenian Travellers

Abstract

Abstract:

The varied and multidimensional character of human behaviour in tourism settings is highlighted by the differences in tourists' motivations for international travel between cultures and destinations. Eco-tourism and nature-based travel are becoming more and more popular as a reflection of a worldwide movement towards environmentally conscious travel in which local ecosystems and resource preservation take centre stage. With an eye towards green travel behaviour especially, this study seeks to pinpoint and examine the elements driving Slovenian visitors to choose a particular travel destination. Twenty in-depth, semi-structured interviews were conducted with frequent visitors form Slovenia. The study investigates the underlying reasons for destination choices using thematic analysis. We first decided on a judgemental sampling, then in some cases turned to snowball sampling. Thus, the research employs a multi-sampling method. The results provide understanding of the effects of these reasons on personal travel choices and propose the ways in which travel agencies might modify their marketing plans and create offers fit for changing tastes of consumers. The study revealed five main themes influencing the choice of destinations for Slovenian travellers. 1) Environmental & Ecological Awareness; 2) Authentic & Holistic Sustainability; 3) Evolving Traveler Mindsets; 4) Digital Well-being in Travel; and 5) Integrated Sustainable Behavior. The study offers a sophisticated understanding of green travel motivations, preferences for sustainable destinations, and the more general elements influencing international travel choices among Slovenian visitors. The study also includes a comprehensive list of factors influencing destination choice, highlighting strategically important areas for stakeholders in the travel industry. By providing a fresh viewpoint on the travel behaviour of Slovenian visitors, this study adds to the mounting body of studies on sustainable tourism. It offers practical advice for destination marketers and travel service providers as well as highlights the need for matching tourism products with environmentally sensitive motives.