Effects of Sustainable Travel Attributes and Altruistic and Egoistic Values on Sustainable Travel Intentions : Focusing on Awareness of Consequences

The purpose of this study was to investigate effect of sustainable travel attributes and altruistic and egoistic values on sustainable travel intentions, considering different levels of awareness of consequences of sustainable travel. A survey was conducted using a convenience sampling method among adult men and women. A total of 389 participants were ultimately selected for analysis. Frequency analysis, reliability analysis, K-medians clustering analysis, t-tests, and multiple regression analysis were conducted using STATA 17. Results are as follows, First, the group with high awareness of consequences of sustainable travel showed significantly higher scores of economic attributes, sociocultural attributes, environmental attributes, altruistic values, egoistic values, and sustainable travel intentions than the group with low awareness. Second, in the group with low awareness of consequences of sustainable travel, sociocultural attributes and environmental attributes were significant factors influencing sustainable travel intentions. Third, in the group with high awareness of consequences of sustainable travel, sociocultural attributes, altruistic values, economic attributes, and environmental attributes, in that order, were significant factors influencing sustainable travel intentions. Based on these findings, practical measures to enhance sustainable travel intentions according to awareness of consequences were proposed, providing valuable information for developing sustainable travel products.