Sustainability Values and Carbon Offset Willingness Among UK Tourists: A Values-Based Segmentation Study
英国観光客の持続可能性価値観とカーボンオフセット支払意思：価値観に基づくセグメンテーション研究 (AI 翻訳)
Omid Oshriyeh, Ercan Sirakaya-Turk, Yüksel Ekinci
🤖 gxceed AI 要約
日本語
本研究は、英国の観光客560人を対象に、持続可能性価値観に基づくセグメンテーションを行い、各セグメントの地球温暖化への懸念とカーボンオフセットへの支払意思を分析した。結果、高い持続可能性価値観を持つセグメントはより強い懸念と支払意思を示したが、普遍的なものではなかった。価値観に基づくターゲティングの有効性と、信頼できるオフセット制度の必要性が示唆された。
English
This study segments UK tourists based on sustainability values and examines their global warming concern and willingness to pay for carbon offsets. Using survey data from 560 tourists, four sustainability value domains were identified, leading to two segments: higher and moderate sustainability values. The higher-values segment showed stronger concern and greater willingness to pay, though not universal. The findings suggest values-based segmentation can aid carbon offset marketing but must be backed by credible offset schemes.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本の観光業でもカーボンオフセットの取り組みが増えている。本論文の知見は、日本人観光客の価値観に基づくセグメンテーションの可能性を示唆し、国内観光におけるオフセットプログラム設計に応用できる。ただし、英国のデータに基づくため、日本での直接適用には追加調査が必要。
In the global GX context
This paper contributes to understanding how sustainability values influence carbon offset uptake in tourism, a sector increasingly under scrutiny for emissions. The segmentation approach can help tourism operators and policymakers design targeted offset initiatives, though the study's UK focus limits generalizability. It highlights the need for credible offset schemes to match consumer values.
👥 読者別の含意
🔬研究者:Provides a values-based segmentation framework for analyzing willingness to pay for carbon offsets in tourism; useful for future cross-cultural comparisons.
🏢実務担当者:Tourism operators can use value segments to target carbon offset marketing to more receptive audiences; need transparent offset products.
🏛政策担当者:Insights for designing tourism decarbonization policies that align with consumer values; underscores need for credible offset standards.
📄 Abstract（原文）
Many tourists support sustainability, but sustainable tourism markets are not homogeneous. This paper reports the results of a study on whether sustainability values can be used to segment UK tourists and whether the resulting segments differ in global warming concern and stated willingness to pay for carbon offsets. Survey data were collected from 560 UK tourists at four locations. Sustainability-value domains were first identified and then used to classify respondents into value-based segments. The analysis retained four domains: respect for nature, social equity and solidarity, tolerance, and shared responsibility. Two interpretable segments were identified. Tourists in the higher-sustainability-values segment reported stronger global warming concern and greater willingness to pay for carbon offsets than tourists in the moderate segment. However, willingness to pay was not universal even among tourists with stronger sustainability values. The findings suggest that values-based segmentation can help identify more receptive audiences for carbon-offset initiatives, but values-based targeting should be supported by credible, transparent, and easy-to-evaluate offset schemes.
🔗 Provenance — このレコードを発見したソース
- openalex https://doi.org/10.3390/su18157666first seen 2026-07-30 05:33:41
🔔 こうした論文の新着を逃したくない方は キーワードアラート に登録（無料・3キーワードまで）。
gxceed は公開メタデータに基づく研究支援データセットです。要約・翻訳・解説は AI 支援で生成されています。 最終的な解釈・検証は利用者が原典資料に基づいて行うことを前提とします。