UNDERSTANDING TRAVELERS’ MOTIVATIONS AND PREFERENCES RELATING TO SUSTAINABLE BEHAVIOR: Configural analysis of traveler mindfulness

To complement industry-wide sustainability initiatives, this study aims to improve the understanding of traveler mindfulness. A holistic, case-based approach explores how traveler motivations and situational factors relate to mindfulness in a sustainability context. A sample of 510 recent travelers informs this study. Fuzzy-set statistics test complexity theory tenants to examine the relationship between mindfulness and travelers’ motivations and preferences. Results support complexity theory tenants and show multiple paths relate to high mindfulness. Study results advance the understanding of traveler behavior by introducing a sustainability-focused mindfulness scale, advancing mindfulness studies with complexity theory and fuzzy-set analysis, and offering insights to destination managers who target travelers with a sustainability mindset.