Success factors for effective plastic avoidance in tourism: a German consumer study with focus on beach holidays

Abstract

Hotels are under increasing pressure to reduce their plastic consumption and keep holiday destinations cleaner. Tourism experts already pointed to a variety of solutions, from replacing, avoiding to waste collection campaigns with guests. This study mirrors these measures with the opinions of German consumers who, in the European Union, travel most and mainly for beach holiday. A survey (n = 630) showed that plastic prevention should be practised by holiday organisers, actively involving guests, e.g. in beach clean-ups, was least popular. Personal attitudes towards plastic avoidance had no effect, but rather women and older people were more willing to engage on holiday (max. r = 0.17). Also, agreement tended to decrease with the distance of the holiday destination (max. r = 0.11). For effective marketing, providers of plastic-free holidays should rather avoid this material than replacing it and participate in environmental protection projects on destinations and get certified for this. This most convinces diverse consumer groups, instead of demonstrating sustainability with obligations and bans.