Profiling for sustainable tourism: Young travellers’ self-transcendence values and motivations

摘要: Young people seek meaningful, participative, and co-created experiences Yet young tourists seem less attracted than expected by tourism offers that emphasise involvement, such as sustainable A possible explanation lies in values travel motivations specific to travellers Although have been extensively researched, few attempted categorize the resulting list of Research on is systematized but has limited predictive power because it generally conducted without reference immediate causes behaviour This study proposes segment using simultaneously and, account for socio-economic conditions, investigate China Italy Multivariate analysis revealed clusters offer strong opportunities a proposition both Italian Chinese sample Out other identified clusters, some similar yet require different framing offer, while only interested hedonic How this more sophisticated picture may their tepidity towards discussed, alongside limitations, suggestions future research, reflection about re-start European after COVID-19 pandemic © 2021 The Author(s)