GREEN AT HOME. GREEN ON THE ROAD?AN EXAMINATION OF WHETHER INDIVIDUALS WHO PRACTICE ECO-SUSTAINABLE BEHAVIOURS IN THEIR DAILY LIVES MAINTAIN THESE HABITS WHILE TRAVELLING

Recent data indicates eco-sustainable tourism accounts for an in-creasing percentage of total worldwide tourism receipts. The eco-nomic influence, leveraged with the positive environmental implica-tions associated with sustainability practices, has resulted in the emergence of eco-sustainability as an up and coming area of study. This study aims to examine whether tourists who employ eco-sus-tainable practices in their daily routines maintain these practices while traveling. This research will essentially bridge the gap be-tween conflicting research which indicates a willingness to pay more, and studies which exhibit price sensitivity in relation to trav-elers’ green tendencies. Furthermore, this study will help to ascer-tain whether tourists seek out environmentally-friendly properties, or whether these entities are viewed as simply a convenience while travelling. This research is unique in its approach, since it examines which traits consumers are looking for in a green hospitality busi-ness and whether these firms benefit financially from increased de-mand if environmentally conscious policies are adopted