ZMET: a psychological approach to understanding unsustainable tourism mobility

Abstract

This paper examines the work done by tourism researchers to understand why tourists make travel decisions that lead to high levels of greenhouse gas emissions and find it difficult to change their transport mode and destination choice towards more sustainable outcomes. It notes the growing recognition of an understanding of the psychological factors underlying tourist behaviour and the growing use of photography and photo elicitation in tourism research. It makes a case for using the Zaltman metaphor elicitation technique (ZMET) to develop a deeper understanding of the reluctance of consumers to choose environmentally friendly transport modes. ZMET is a technique for eliciting inter-related notions that influence thought and behaviour. Derived from Freudian psychology, ZMET is a projective technique based on the notion of unconscious and repressed thoughts -thoughts that patients were unwilling or unable to reveal to their psychologists. It uses respondents' pictures as entry points to understanding the respondents' actions. The ten steps used by ZMET are described. An evaluation of the technique's use in non-tourism research is given, along with a discussion about why ZMET has rarely been used in many academic studies.

The role of sustainability communication in the attitude–behaviour gap of sustainable tourism

“…A recent survey of the German market, for instance, indicates that consumers complain of a lack of sustainability information (43%) and demand that sustainable tourism products be made more visible and accessible (42%) (FUR, 2014). Findings from research confirm that it is necessary to investigate the roles of communication, awareness and behaviour in sustainable tourism (Khoo-Lattimore and Prideaux, 2013). For example, Becken (2007: 356) comments ‘tourists expressed the need for more information’, with reference to climate change issues.…”

Understanding women's accommodation experiences on girlfriend getaways: a pragmatic action research approach

“…Studies of tourist behaviour have also shown in addition to this that there is a difference between indicated preferences and actual behaviour (see, e.g. Khoo-Lattimore & Prideaux, 2013). Furthermore, there are also issues related to the ranking and rating of attributes in questionnaires that neglect important contextual and situational elements.…”

Attitudes and Tourists’ Sustainable Behavior: An Overview of the Literature and Discussion of Some Theoretical and Methodological Issues

“…The use of photos and pictures to indirectly elicit unconscious beliefs, evaluations and ideas has also been suggested as an alternative approach to explicit measures of the determinants of tourist choices (e.g., Khoo-Lattimore and Prideaux 2013). These too could be applied to studies of sustainable tourism.…”