Post on 22-Nov-2014
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This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the
ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033
Hilton Head Island Green Survey: Visitor Willingness to Practice Conservation Behaviors while on Vacation
Conducted by the Lowcountry and Resort Islands Tourism
Institute at the University of South Carolina – Beaufort
Some of Our Research Projects for the Local Community
• Resident and visitor demand for public transportation
• Festival and special event attendee point of origin analyses
• Economic impact of the Heritage golf tournament on Hilton Head Island
• Port labor demand assessment
• Economic impact of second homes
• Ongoing visitor estimates and day tripper study
• Green survey
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Executive Summary
• 73% of visitors recycle at home.
• Approximately 65% participate in some sort of curbside
recycling program at home.
• 88% would prefer to participate in some sort of curbside
program at home.
• 96% would recycle on vacation.
• 82% would reduce consumption of soap, shampoo, and
lotion.
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Executive Summary
• 79% would take public transportation.
• Under 50% are willing to pay extra for
environmentally friendly goods and/or services.
• 96% believe that resorts and hotels should reduce
waste through recycling, while 93% feel restaurants
should recycle.
• Being recognized as an environmentally friendly
destination is important when choosing a
destination, but not as important as recreational
opportunities and public transit.
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Method
Seven thousand seven hundred forty-one (7,741) individuals were
randomly selected and sent email invitations. Seven hundred three
invitations were declined or the recipient chose to opt-out of the
project. Five hundred ninety-three (n=593) were surveyed for a
response rate of 7.7%. Though the sampling was statistical valid
(+5%), it was compared to previous demographic research
extrapolated from the Hilton Head Island/Bluffton Visitor &
Convention Bureau studies.
Demographics
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Number of Visitor Responses by State
Number of Visitors by State
55
7
1
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Where were most respondents from?
Rank State % of Sample1 OH 10%2 NC 8%3 PA 7%4 NY 7%5 GA 6%6 SC 6%7 FL 5%8 TN 5%9 NJ 4%10 IL 4%
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Annual House Income
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Education Level
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Age
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Total Sample: n=593
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Domestic Visitor Sampling: n=534
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International Visitor Sampling: n=29
Conservation Practices at Home and on Vacation
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Lowcountry Respondents Only: n=24
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At Home Conservation Behaviors: 1-5 Likert Scale (1=Never, 5=All the Time)
Please indicate how often you do each of the following activities at your primary residence.
All/ Almost all the Time
SometimesAlmost
Never/ NeverNot
ApplicableRating
AverageResponse
Count
Keep heating or cooling in your home or workplace at an energy saving setting.
79% 17% 4% 0% 4.13 568
Recycle materials that can be recycled. 73% 20% 6% 0% 4.08 570
Reduce energy and water consumption. 72% 26% 2% 0% 3.98 565Sort garbage into recyclable material and non-recyclables.
70% 15% 13% 1% 4 565
Wash laundry in cold water rather than warm or hot water specifically to save energy.
58% 28% 13% 1% 3.7 570
Buy certain products specifically because they are better for the environment than other products.
39% 51% 9% 0% 3.37 568
Use your own durable or reusable shopping bags, rather than accepting bags from a retail store.
35% 29% 36% 0% 2.94 569
Avoid products in excessive packaging. 33% 48% 18% 2% 3.17 571Buy fruits and vegetables grown without pesticides or chemicals (i.e. organic food).
29% 46% 24% 1% 3.05 565
If distance allows, walk or ride a bike to your destination.
28% 45% 23% 4% 3.06 566
Talk to others about environmental issues.
27% 47% 25% 1% 3.03 569
Join in community clean up efforts. 20% 40% 37% 3% 2.72 569Invest in companies that utilize green technologies.
19% 37% 32% 13% 2.77 566
Pay extra for transportation if it is environmentally-friendly (i.e. a fuel efficient car).
16% 27% 43% 14% 2.55 568
When available, take public transportation to work, school, or other appointments.
10% 16% 51% 23% 2.17 567
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At Home Recycling
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At Home Recycling Preference
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Conserving at Home
• Almost 80% keep heating and cooling at an
energy saving level at work and at home all the
time or almost all the time.
• 73% recycle and 70% separate recyclable and
non-recyclables all the time or almost all the
time.
• 72% reduce energy and water consumption all
the time or almost all the time.
• 58% wash laundry in cold water to save energy
all the time or almost all the time.
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If the environmentally friendly programs were available to you, please indicate how willing you are to practice the following behaviors while on vacation.
Very Willing/ Willing
Not Very/ Not at All Willing
Rating Average
Response Count
Recycle newspaper, magazines, and books. 96% 4% 3.67 541Recycle glass and plastic bottles. 96% 4% 3.66 548Recycle aluminum, tin, and metal cans. 96% 4% 3.66 546Recycle cardboard, boxes, and other paper related packaging. 96% 4% 3.63 537Purchase organic produce if the price was approximately the same as non-organic.
91% 9% 3.43 546
Purchase locally grown foods and/or locally made beverages from restaurants and grocery stores.
89% 11% 3.28 545
Reduce water consumption. 88% 12% 3.22 544Participate in the hotel or resort linen and towel reuse program if available.
86% 14% 3.26 546
Keep heating or cooling in your hotel or resort room at an energy saving setting.
83% 17% 3.09 547
Reduce consumption of soap, shampoo, and lotion provided by the hotel or resort.
82% 18% 3.1 547
Take public transportation. 79% 21% 3.06 543Pay extra costs for environmentally friendly products and sourvenirs.
44% 56% 2.41 545
Pay a nominal fee to make recycling more available. 38% 62% 2.27 547Pay a higher room rate (compared to what I normally would pay) to stay at an environmentally friendly hotel or resort.
30% 70% 2.09 545
Respondent willingness to practice conservation behaviors while on vacation: 1-4 Likert Scale (1=Not at all Willing, 4=Very Willing)
Almost all respondents (96%) would recycle all items, while only 30% would pay extra to stay at an environmentally friendly resort.
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Conserving on Vacation• 96% are willing to recycle all materials.• 91% would purchase organically grown foods if the price
were the same as non-organics.• 89% would purchase locally grown foods and/or beverages.• 88% would reduce water consumption.• 86% would participate in a hotel/resort towel and linen
reuse program.• 83% would keep heating and cooling at energy saving
levels.• 82% would reduce consumption of soap, shampoo, and
lotion.• 79% would take public transportation.• Under 50% are willing to pay extra for environmentally
friendly goods and/or services.
Opinions Toward Environmental Practices of Tourism Related Businesses and Environmental Related Reasons for Choosing a Destination
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Respondent opinions toward environmental practices of tourism businesses: 1-5 Likert Scale (1=Strongly Disagree, 5=Strongly Agree)
Almost all respondents (96%) believe that resorts should reduce waste through recycling while only 70% feel that hotels and resorts should keep heating and cooling at energy saving levels.
The following items ask for your opinion regarding environmental practices of tourism related businesses.
Strongly/ Somewhat Agree
Neither Agree/ Somwewhat or
Strongly Disagree
Rating Average
Response Count
Hotels and resorts should reduce waste through recycling. 96% 4% 4.66 554Restaurants should reduce waste through recycling. 93% 7% 4.52 551Hotels and resorts should use biodegradable or bio based products. 88% 12% 4.38 552Hotels and resorts should use recycled or recyclable products. 88% 12% 4.39 549Hotels and resorts should offer guests a linen and towel reuse program. 86% 14% 4.33 554Hotels and resorts should utilize renewable energy such as solar and wind power. 82% 18% 4.22 552Hotels, resorts, and vacation destinations should provide access to public transportation.
81% 19% 4.25 551
Hotels and resorts should implement water conservation programs such as using low-flow showerheads and dual flush toilets.
81% 19% 4.19 553
Restaurants should use biodegradable or bio based products. 81% 19% 4.2 553Hotels, resorts, and restaurants should buy locally grown foods and locally made beverages.
76% 24% 4.11 553
Hotels and resorts should keep heating and cooling at energy saving settings. 70% 30% 3.85 552
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Respondent environmentally related reasons for choosing a destination: 1-4 Likert Scale (1=Not at all Important, 4=Very Important)
Almost all respondents (94%) choose a destination based on its outdoor recreation opportunities while only 57% choose based on environmental education opportunities.
The items below relate to special environmental reasons for choosing a vacation destination.
Very/ Somwhat Important
Not Very/ Not at all
Important
Rating Average
Response Count
Vacationing in a destination that has abundant outdoor recreation opportunities in natural and preserved settings.
94% 6% 3.47 549
Vacationing in a destination that has plenty of walking and bicycling paths to the places I want to see and visit.
91% 9% 3.38 550
Vacationing in a destination that has public transportation available to tourists.
76% 24% 3 545
Eating at restaurants that serve organic, seasonal, and/or locally grown foods.
69% 31% 2.83 547
Staying in a hotel or resort that is recognized as environmentally friendly by national publications, magazines, newspapers, and broadcast media.
67% 33% 2.73 550
Vacationing in a destination that has been recognized as environmentally friendly by national publications, magazines, newspapers, and broadcast media.
66% 34% 2.75 551
Eating at restaurants that serve locally made beverages such as wine and/or beer.
59% 41% 2.64 547
Vacationing in a destination that provides environmental education opportunities to tourists.
57% 43% 2.69 546
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Conclusions• Most already recycle at home.
• The preferred recycling method at home is home/curbside
pickup allowing mixed recyclables.
• Almost all visitors would recycle while on vacation.
• The community should implement a curbside recycling
program or a program that is extremely convenient for visitors.
• Almost all feel that hotels, resorts, and restaurants should
recycle.
• Over 80% would practice energy saving behaviors and reduce
water consumption
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Conclusions Continued
• Most are interested in purchasing locally grown and
organic foods.
• The majority of visitors would take public transit.
• Being recognized as an environmentally friendly
destination is important when choosing a destination,
but not as important as recreational opportunities.
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Report Prepared By:
John Salazar, Ph.D.
Contact Information
Phone: 843-208-8217
Email: jsalazar@uscb.edu