WTTC&YouGov：2025弥合言行差距：如何通过了解客户制定有效的可持续发展战略报告（英文版）（30页）.pdf

1、BRIDGING THE SAY-DO GAP1WORLD TRAVEL&TOURISM COUNCILJanuary 2025Bridging The Say-Do GapHow to create an effective sustainability strategy by understanding your customersIn partnership with:BRIDGING THE SAY-DO GAP2WORLD TRAVEL&TOURISM COUNCILExecutive SummaryIf you open a newspaper today,theres a goo

2、d chance youll read about somebody taking climate action.Governments are pledging to decarbonise.Energy providers are building wind farms and solar panels.Activists are marching in the streets.But how do environmental concerns affect peoples spending habits?And crucially will they pay more for susta

3、inable travel?The answer,in brief,is no.Or rather,not exactly purchasing decisions are complicated,and everyone prioritises different things.Often shoppers will express support for environmental causes yet still rank price and quality as their top concerns when it comes to spending money.This tenden

4、cy to say one thing but do another has come to be known as the“say-do”gap the disparity between peoples words and their actions.For travel providers,this creates a conundrum.How can we spark positive change and make sustainable options more accessible,without alienating customers?In short:how do we

5、bridge the say-do gap?A big part of the solution is to avoid one-size-fits-all offers.Although the preference for price over sustainability is near universal,the reasons people spend the way they do vary significantly.Some people value cost over everything.Others weigh up convenience,online reviews

6、and lifestyle factors.Understanding the driving forces behind these habits can help tourism providers and their marketing teams to plan more effectively,and encourage the take-up of sustainable habits.As a starting point,WTTC has partnered with YouGov,the international research data and analytics gr