The Corporate Responsibility Paradox: A Multi-National Investigation of Business Traveller Attitudes and Their Sustainable Travel Behaviour

The implementation of sustainability practices in the tourism system requires the participation of a variety of actors. While much research has focused on supply-side issues associated with sustainable tourism, there has been less focus on supply-side issues associated with consumer behaviourandbusiness-relatedtravel. Thispaperaddressesthebehavioursofthissignificantmarket segment. As behavioural change is seen as a key mechanism for achieving emission reduction, this paper focuses on behaviours of business travels from four countries: Canada, Switzerland, Russia and the U.S., using values-attitudes-behaviour (VAB) theory. We employ Principal Components Analysis to reduce the variables down to four factors and related factor scores. Stepwise multiple linear regression was then used to measure causal associations. The findings show how national cultures, demographics and values influence (although at different levels) the sustainable attitudes and behaviour of business travellers. These results have implications for future corporate travel policy. The recent impact of the COVID-19 global pandemic is also addressed.