A study by the University of Queensland has found that travel triggers what researchers describe as a “vacation place identity”, a temporary psychological state in which people feel freer, less accountable and less inclined to behave sustainably than they would in their everyday lives. The findings were published in the journal Tourism Management.
While people’s underlying environmental values remain largely unchanged, the research suggests that being on holiday weakens the behaviours that normally support those values. As a result, travellers are more likely to consume more, waste more and conserve less when they are away, despite growing awareness of tourism’s environmental footprint.
The research team carried out three separate studies, asking participants to assess their own behaviour when at home compared with when travelling or imagining themselves on holiday. Across all three studies, participants consistently rated themselves as less environmentally responsible during travel.
PhD candidate Dorine von Briel, from the University of Queensland Business School, said the research identifies a distinct identity shift that occurs when people travel. Von Briel said: “We’ve introduced ‘vacation place identity’ as a distinct, measurable psychological state that emerges with travel.
“This contrasts with ‘home place identity’, which is rooted in routine, responsibility and long-term emotional connection."
Dr Anna Zinn, a co-author of the study, said identity switching is a well-established concept, such as moving between professional and family roles, but this is the first time a specific vacation identity has been identified and linked to environmental behaviour.
The findings come as concern continues to grow about tourism’s climate impact. Previous research from the University of Queensland has shown that tourism is responsible for nearly 9 per cent of global carbon emissions, yet attempts to change traveller behaviour have often had limited success.
Professor Sara Dolnicar, another co-author, said sustainability campaigns may be mistimed. Dolnicar said: “Sustainability messages often fail because they target tourists when their vacation place identity is already dominant.”
She added that instead of guilt-based messaging during trips, such as encouraging shorter showers or towel reuse, prompts that activate people’s everyday habits before departure could be more effective.
Some destinations are already experimenting with alternative approaches. Palau requires visitors to sign the “Palau Pledge” on arrival, committing to protect nature and respect local culture. New Zealand promotes the “Tiaki Promise”, encouraging travellers to care for the country throughout their visit. Bhutan, meanwhile, operates a “high value, low volume” tourism model, charging visitors a sustainable development fee that funds conservation, education and cultural preservation.
Researchers say such measures highlight a shift towards encouraging responsibility earlier in the travel journey, before holiday behaviour takes hold.
