Purpose

It has been established that values, beliefs and norms are good predictors of pro-environmental behaviour; however, it is less explored how these constructs can be influenced. The purpose of this paper is to assess whether the COVID-19 pandemic, as a shock event, was a “game changer” or it had limited impacts on deep-rooted travel patterns.

Design/methodology/approach

To understand whether the pandemic has influenced people’s value orientations with regards to sustainable travel, the authors have made use of the value–belief–norm (VBN)theory of environmentalism and conducted a large-scale survey in Germany, Italy, France, The Netherlands and UK (N = 1545).

Findings

The findings showed that the pandemic caused only temporary change in deep-rooted travel patterns as (self-reported) pre-pandemic behaviour of respondents align with their value orientations and proved to be a good predictor of projected travel behaviour. Based on projected travel behaviour and value orientations, four market segments were identified – Frontrunners, Laggards, Comfortable Crowd and Entitled Stewards. While all segments showed willingness to adapt, the authors found variations in the extent of adaption and in the phases of the customer journey where travellers are likely to make changes.

Originality/value

According to our knowledge, using the VBN theory of environmentalism to understand the impact of shock events on deep-rooted travel patterns represents a new perspective. Moreover, to the best of authors’ knowledge, this study is one of the first, written in the midst of the COVID-19 pandemic, which looks at the impact of the health crisis on deep-rooted travel patterns, instead of the commonly studied risk perception.

中文翻译：

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不恨玩家，恨系统！– 面对冲击事件，根深蒂固的出行模式得以延续

目的

已经确定，价值观、信仰和规范是亲环境行为的良好预测指标；然而，很少有人探讨如何影响这些结构。本文的目的是评估作为冲击事件的 COVID-19 大流行是否是“游戏规则改变者”，或者它对根深蒂固的旅行模式的影响有限。

设计/方法/途径

为了解疫情是否影响了人们对可持续旅游的价值取向，作者利用环保主义的价值-信念-规范（VBN）理论，在德国、意大利、法国、荷兰进行了大规模调查和英国（N = 1545）。

发现

调查结果表明，由于受访者（自我报告的）大流行前的行为符合他们的价值取向，因此大流行仅导致根深蒂固的旅行模式发生暂时变化，并被证明是预测旅行行为的良好预测指标。根据预测的旅行行为和价值取向，确定了四个细分市场——领跑者、落后者、舒适人群和授权管家。虽然所有细分市场都表现出适应意愿，但作者发现适应程度和旅行者可能做出改变的客户旅程阶段存在差异。

原创性/价值

据我们所知，利用环保主义的 VBN 理论来理解冲击事件对根深蒂固的出行模式的影响代表了一种新的视角。此外，据作者所知，这项研究是在 COVID-19 大流行期间撰写的首批研究之一，它着眼于健康危机对根深蒂固的旅行模式的影响，而不是通常研究的风险认知。