The research reported here documents the awareness of ecolabels among visitors to Christchurch, one important visitor destination in New Zealand. Around the world there is a growing debate about ecolabels and how visitors respond to them. We propose to inform this debate by studying the relationship between visitor response to ecolabels and their environment values. In interviews with 295 visitors to Christchurch it was found that only one-fifth recalled any place with ecolabels, and only 13% had ever heard of any tourism ecolabel. However, 33% of visitors had some experience of ecolabels. Data were cluster analysed to find that 61% of respondents expressed biocentric values and 39% expressed ambivalent values but not anthropocentric values towards nature. Further analysis of the data showed that the clusters had different responses on many dimensions of ecolabels. Biocentric visitors were concerned with the environment in which they travel, believed that ecolabels are needed in New Zealand, and said they would choose accommodation with an ecolabel. Their reports of their actions were consistent with their expressions of concern for the environment. Results suggest that many visitors will favourably receive ecolabel developments in New Zealand and that ecolabel development and use should be supported.
Hofstede’s value dimensions offer a measure of one component of culture (cultural values) and are a means of gaining greater understanding of the role culture plays in national innovation success. Hofstede’s (1980) cultural measures of individualism, uncertainty avoidance, and power distance, for example, have been shown to be correlated to the number (per capita) of trademarks (Shane, 1993). Via multivariate multiple linear regression, we assess the link between Hofstede’s measures of cultural values and innovation as measured by the Global Innovation Index (GII). Our analyses show a strong negative relationship between Hofstede’s dimensions of power distance and GII innovation scores as well as a strong positive relationship between individualism and GII innovation scores. No relationship was found for Hofstede’s measure of uncertainty avoidance.
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