Evaluation and Typology of Family Tourists’ Environmental Behavior on Trip to Multi-Tourism Destination

Document Type : Research Paper

Authors

1 Associate Professor of Tourism Management, Department of Handicraft, Faculty of Art and Architecture, University of Mazandaran, Babolsar, Iran

2 PhD candidate in Tourism, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran.

Abstract

This study aims to assess and classify the environmental behavior of family tourists visiting this destinatio. This research is descriptive and quantitative in nature. The statistical population consists of families with at least two children aged 8 to 15 who traveled to Ramsar in 2024. Using Cochran’s formula, a sample size of 384 participants was determined. Data were collected through an electronic questionnaire and analyzed using statistical tests in SPSS software. The results indicate that family tourists exhibit below-average environmental behavior in all three stages of travel: pre-trip (2.26), during-trip (2.35), and post-trip (2.39) (on a scale where 4 represents the neutral midpoint). Furthermore, five distinct behavioral categories were identified: “incompatible and unsustainable families” (destructors), “uninformed families” (passersby), “passive families” (indifferent), “aware and active families” (Pioneers), and “inspirational and proactive families” (Environmental ambassadors). The majority of families fell into the “uninformed families (Passersby)” category, highlighting a lack of environmental awareness and engagement. Ensuring sustainability in Ramsar’s Multi-tourism destination ecosystem requires behavioral changes among tourists alongside enhanced management policies. The low levels of environmentally responsible behavior among families emphasize the need for educational initiatives, incentive programs, and improved sustainable infrastructure. Encouraging family participation in environmental activities, providing financial incentives, and raising public awareness can play a pivotal role in enhancing tourism sustainability. This study bridges a critical research gap in the field of family tourists’ environmental behavior by introducing a novel classification model.

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Journal of Society and the Environment
Volume 2, Issue 1
May 2025
Pages 1-56

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