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Tourism recovery after the pandemic has failed to take the path leading to sensitivity and humaneness at destination level. This chapter argues that to open this path, we need to confront the belief that tourists are self-centred, fun-driven and cheating individuals. This view on tourists and more generally human beings is central to the neoliberal understanding of consumers. It has moreover taken a strong grasp on the mind of economists, politicians, academics and the public at large.

To counteract this idea, I call upon Aristotle's discussion of friendship. In Nicomachean Ethics, Aristotle distinguishes between three forms of friendship: of utility, of pleasure, and of goodwill. Utility implies a relationship where people befriend each other in virtue of some good or service that they get or expect to get from each other. Friendships of utility, therefore, imply reciprocation. Friendships of pleasure can also be understood as a form of reciprocal altruism. However, friendships of goodwill are different because they are felt for others for their own sake and not in expectation of a favour in return. Friendships of goodwill include therefore others who may not be able to reciprocate, such as tourists staying only a short time at a destination. Looking through the lens of friendships of goodwill, one could argue that all tourists, including short-stay visitors, will be friendly and caring towards their hosts.

This chapter explores the soundness of friendships of goodwill in the light of more recent research on human nature. It also discusses its implications for our understanding of human beings, the relationship between hosts and guests, and ultimately the opportunity to steer tourism along a more sensitive, human and sustainable path.

Although nowadays more women occupy leadership roles, they still are a minority. Because aspiration is a precursor of advancement, examining conditions fostering female leadership aspiration is important. A neglected perspective is the impact of organizational identification. Identification can be argued to foster leadership aspiration because the essence of leadership is the pursuit of collective interests, and identification motivates such pursuits. The paper aims to discuss these issues.

A cross-sectional survey design with an n=400 fulltime employed men and women, working for various organizations was selected.

The initial prediction was that identification is more important to women’s leadership aspiration to the extent that gender is associated with communal orientation, because women tend to have stronger communal orientation with associated greater affiliation needs, and organizational identification can be expected to cater to those needs. The communal orientation by organizational identification interactive influence on leadership aspiration was supported. Also, the indirect effect of gender on leadership aspiration via this interactive influence of communal orientation and organizational identification was supported.

Due to the selected survey approach the data are correlational and as a result no reference to matters of causality can be made. Thus (field) experimental data is needed to confirm these findings.

Within the paper the discussion focuses on the importance of creating an environment that is more conducive to organizational identification and as such speaks to the communal orientation – being more pronounced among women – to act in favor of the organization by aspiring leadership positions.

The presented results depict an important step toward understanding how organizational identification and communal orientation interact and how they interact with women’s leadership aspiration.

This study attempts to answer how values and holiday preferences were shaped by the pandemic, how travellers view the future of tourism and how they are willing to contribute to potential changes. Furthermore, it examines the impact of socio-structural background factors, basic values and holiday preferences, and pandemic-related factors on the views of post-pandemic tourism.

A longitudinal online survey was conducted in which 155 frequent travellers were interviewed both before and during the pandemic about their values and holiday preferences, attitudes towards travelling during the pandemic, and their prospective views regarding tourism.

The findings revealed that values remained rather stable, but nature experiences, heritage tourism and beach offers gained more relevance when it came to holiday preferences. Concerning travellers’ expectations of future tourism, environmental concern was ranked higher than economic profit. However, those striving for self-direction, stimulation and city tourism offers stated to be less willing to restrict their travel behaviour in the future.

Although our study is just based on a convenience sample, the authors were still able to address notable research gaps. First, because a longitudinal design was selected, it was possible to investigate any potential transitions in basic values and travel style and trace these changes back to the pandemic. Second, thanks to a sophisticated online survey, all concepts could be measured with well-developed scales, which increased the quality of the measurements and led to stable results. Third, young travellers can be considered proponents of future travel styles. Their way of acting and thinking about future tourism could significantly impact the prospective direction of tourism.

This study makes a valuable contribution to changing holiday preferences and provides useful insights for the tourism industry about travellers’ willingness to change their travel behaviour.

Since this study primarily considers human values and socio-structural factors, the findings are of particular interest from a sociological perspective and are also interpreted from this viewpoint.

This study is one of only a few longitudinal studies focusing on holiday preferences and shifting values during COVID-19 and attempting to detect crucial drivers of potential tourism transformations in terms of perceptions from the demand side.

The study aims to investigate the differences among urban and rural consumers in terms of their energy and water sustainable consumption behaviour levels and drivers and also empirically blueprint conceptual frameworks highlighting urban and rural consumer drivers to consume sustainably.

This research follows an exploratory design using a qualitative approach; 14 in-depth interviews followed by one focus group were conducted with urban consumers; on the other hand, 18 in-depth interviews followed by one focus group were conducted with rural consumers.

The findings show that no differences exist among urban and rural consumers in terms of both their sustainable consumption levels and their drivers to consume sustainably; such findings were encapsulated in the form of one conceptual framework pertinent to both urban and rural consumers; it has the following relevant factors: consumers’ attitudes toward conservation, subjective norms, perceived behavioural control, self-preference, public media influence, perceived economic value and perceived moral obligation to be relevant antecedents of conservation behaviour, which – in turn – drives sustainable purchase behaviours with the moderating effect of socio-demographic variables.

This paper contributes to extant literature as it provides evidence for the drivers of sustainable consumption behaviours of urban versus rural consumers in emerging countries; it also tentatively answers the question of whether the socio-demographic variables infer a difference in consumers’ sustainable consumption; finally, it studies sustainable consumption from a novel perspective with a focus on the relationship between its two pillars.

This study aims to assess higher education students’ interest in learning sustainability competencies and their pro-ecological worldviews at a large research-intensive university in Finland to provide a background information for developing a sustainability science course.

In total, 797 students participated in the study. The data were collected through an online survey that measured students’ interest in learning sustainability competencies and their pro-ecological worldviews. Participants were classified into five categories based on field of study. The data were analysed by using Pearson’s correlation, independent samples t-tests, and analysis of variance.

The participating students perceived learning of critical thinking and values thinking most interesting. Interest in learning sustainability competencies and pro-ecological worldview appeared to differ across fields of study. Participants studying humanities expressed lower interest in collaborative use of digital technology compared to the participating students in science and agriculture. Participating students in health and welfare scored lower on interest in learning values thinking than students in other study fields.

The response rate was low. It is likely that the participants felt strongly about sustainability challenges, therefore making them more interested in sustainability competencies. The limited number of sustainability competencies studied does not allow generalisation to all sustainability competencies.

The differences in interest in learning sustainability competencies and pro-ecological worldview should be understood and considered when planning sustainability education.

These results provide new insights into the interlinkage of students’ interest in learning sustainability competencies, their pro-ecological worldviews and their field of study.

The purpose of this paper is to better understand the tourism experience of millennials by connecting their value orientations to the meaning that they give to travel. In doing so, it also aims at discovering profiles of young tourists that can be targeted both now and in the future by tourism organisations.

A survey based on validated scales reached 423 Dutch millennials. An integrated multidimensional research strategy has been applied where models that reduce the gathered data to fewer components (principal component analyses) were followed by a cluster analysis.

Ten value orientations (Schwartz, 1994) and four travel meanings have been identified. By combining these ten value orientations and four meanings, nine clusters have been identified representing groups of millennial tourists with different needs. For example, while two clusters fit into the popular description of young travellers seeking only unpretentious enjoyment, millennials represented in two other clusters are strongly motivated by self-transcending values, distance themselves from the travel meaning escapism and relaxation and will therefore not positively respond to a merely hedonic travel offer.

Replication of this research is recommended in other national contexts, possibly using a longitudinal approach.

The nine clusters should be approached with a dedicated travel offer. In particular, at least two clusters of millennials may be successfully approached with a sustainable tourism offer.

The combination of value orientations and travel meanings portrays a detailed and realistic picture of the tourism experience looked for by millennials.