HONG KONG, 25 April 2025 - Sustainable tourism has evolved from niche market to mainstream aspiration, with profound implications for how travellers, businesses, and destinations approach hospitality, according to Professor Lisa Wan, Associate Professor at the School of Hotel and Tourism Management, The Chinese University of Hong Kong (CUHK) Business School.
Speaking at the Economist Impact’s 4th annual Sustainability Week Asia held in Bangkok in March, Professor Wan highlighted how post-pandemic tourism patterns have accelerated sustainability concerns.
"The sudden post-COVID tourist influx overwhelmed many destinations, revealing tourism's hidden costs—overtourism, waste, and strain on local resources," Professor Wan explained. "As we continue to travel, we must do so sustainably so that the environment and communities we experience today will welcome the next generation."
The Psychology of Tourist Behaviour
One of Professor Wan's key research findings centres on what she calls "psychological distance" in tourist settings. Her studies reveal that travellers often behave less environmentally responsibly when away from home.
"Tourists tend to misbehave and act less environmentally friendly due to psychological detachment from the destination," Professor Wan noted. "They perceive travel destinations as 'not their home,' reducing their sense of responsibility."
Her research suggests that closing this psychological gap through meaningful local interactions can significantly improve tourist behaviour.
"Something as simple as residents warmly engaging with visitors through a smile can foster a sense of belonging and responsibility," she said. "Cultural experiences that connect tourists with local heritage and traditions also lead to greater environmental empathy."
Professor Wan cited examples like Hong Kong's promotion of in-depth cultural tourism and Japan's Satoyama village experiences, where visitors participate in traditional rural lifestyles. Studies show participants in such immersive experiences are more likely to adopt sustainable behaviours like reducing waste and respecting natural environments.
Redefining Luxury
Contrary to perceptions that sustainability compromises luxury, Professor Wan's research indicates that environmental responsibility can actually enhance premium hospitality experiences.
"Luxury is shifting from excess to quality over quantity," she explained. "While often associated with cost-cutting, 'going green' is actually about value-adding and investing in the future."
She pointed to Six Senses Resort as an example of ultra-luxury seamlessly integrating sustainability by using locally sourced materials while maintaining world-class aesthetics. Instead of extravagance, guests enjoy organic farm-to-table dining and nature excursions powered by renewable energy.
Interestingly, Professor Wan's research reveals that high-status consumers often prefer eco-friendly hotels to enhance their public image, creating a powerful market incentive for sustainable practices.
Cultural Differences in Eco-Messaging
Hotels seeking to attract eco-conscious guests should tailor their messaging appropriately, according to Professor Wan's findings.
"Different types of eco-conscious travellers respond to different sustainability information," she noted. "Asian and younger travellers care more about actual practices adopted by hotels, while eco-certifications work better for Western and more mature travellers."
To benchmark progress, CUHK Business School has developed the Hotel Sustainability Index for the Greater Bay Area, creating industry-wide competition for greener operations. Professor Wan reports that sustainability scores have improved over time, reflecting growing commitment to environmental responsibility.
The Future of Sustainable Tourism
For Thailand and other Southeast Asian destinations heavily dependent on tourism, Professor Wan emphasises that sustainable approaches need not sacrifice economic benefits.
"Sustainable tourism is about achieving harmony between environmental protection, social responsibility, and economic viability," she concluded. "The future of tourism depends on embracing responsible practices that benefit both travellers and local communities."
Professor Lisa Wan speaks during the Spotlight Interview at
Economist Impact’s Sustainability Week Asia 2025,
demonstrating how she is translating her sustainable tourism
research into real-world impact
About CUHK
Founded in 1963, the Chinese University of Hong Kong (CUHK) is a forward-looking comprehensive research university with a global vision and a mission to combine tradition with modernity, and to bring together China and the West. CUHK teachers and students hail from all around the world. CUHK graduates are connected worldwide through an extensive alumni network.
CUHK’s mission is to assist in the preservation, creation, application and dissemination of knowledge by teaching, research and public service in a comprehensive range of disciplines, thereby serving the needs and enhancing the well-being of the citizens of Hong Kong, China as a whole, and the wider world community.
About CUHK Business School
CUHK Business School comprises two schools – Accountancy, and Hotel and Tourism Management – and four departments: Decisions, Operations and Technology; Finance; Management; and Marketing. Established in Hong Kong in 1963, it was the first business school to offer BBA, MBA, and Executive MBA programmes in Asia. Today, CUHK Business School offers 11 undergraduate programmes and 22 graduate programmes, including MBA, EMBA, MAcc, MSc, MPhil, DBA, and PhD. The school currently has more than 5,000 undergraduate and postgraduate students from more than 30 countries and regions.
In the Financial Times Executive MBA Ranking 2024, CUHK’s EMBA was ranked 22nd in the world. At more than 45,000, CUHK Business School has the largest number of business alumni among universities and business schools in Hong Kong, many of whom are business leaders.
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