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

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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