Attraction sustainability in North Carolina and its impact on decision-making

The green movement has generated an increase in research on consumer behavior related to green products and services. The purpose of this study was to explore the factors that influence consumer choice regarding sustainable attractions and to develop a better understanding of whether the sustainable features impact visitor decision-making. Results show that the environmental practices of an attraction were not as important to visitors as other factors such as reputation, price, and the activities at the site. The results also demonstrate that when selecting among green factors, eco-furnishings and sustainability related certification play the largest role in determining the likelihood of visitation to a sustainable attraction.