Consumer-driven sustainable tourism: towards inconspicuos consumption.
Citation
Reino, S. & Schröder, M. (2009) Consumer-driven sustainable tourism: towards inconspicuos consumption.
Abstract
Introduction
Life in the typical affluent modern market economy is associated with high spending
power and extensive consumer choice. Social comparison, competition and rivalry at
work, and stress all drive consumer choice (Layard, 2005). The resultant status race is
invariably associated with conspicuous consumption (Veblen, 1899), i.e. consumption
that is demonstrative and signals an individual's position in the social pecking order.
Consumer satisfaction with goods, services and experiences is derived from one of
several types of consumer value, which are either extrinsically or intrinsically
motivated. Extrinsic value may be understood as a means to some end, whereas
intrinsic value is enjoyed for its own sake (Holbrook, 1999). Another characteristic of
extrinsic value is that it can be pursued deliberately, as is typical for conspicuous
consumption.
Recreational activities offer opportunities for people to rebalance their lives through
less conspicuous consumption, associated with more intrinsic consumer value.
However, as intrinsic consumption value is more transitory, less predictable and less
self-conscious than extrinsic value, products designed to deliver it present a particular
challenge, nowhere more so than in terms of branding and marketing. This is
exacerbated where tourism is concerned, because consumption takes place away from
the familiar home environment and because it is not routine. Thus the tourist is likely
to be in a