AN EXPLORATORY STUDY OF SUSTAINABILITY INFORMATION ORIENTATION AND NON-PRICE SUSTAINABLE TRAVEL INTENTIONS AMONG ROMANIAN SURVEY RESPONDENTS
Type of paper: Research Article
Author
Maria Oroian
Corresponding AuthorAffiliation: „Dimitrie Cantemir” University of Târgu Mureș
Email: oroianmaria@yahoo.com
How to Cite
Oroian, M. (2026). AN EXPLORATORY STUDY OF SUSTAINABILITY INFORMATION ORIENTATION AND NON-PRICE SUSTAINABLE TRAVEL INTENTIONS AMONG ROMANIAN SURVEY RESPONDENTS. CACTUS - Journal of Tourism Business, Management and Economics, 8 (2), 36-54.
© 2026 The Author(s);
Licensed under CC BY-NC 4.0
Abstract
Travelers may endorse sustainable tourism yet hesitate when their choices require clear information, additional effort, or acceptable comfort. This exploratory cross-sectional study examines how sustainability information orientation and general pro-sustainability orientation are associated with stated non-price sustainable travel intentions among 163 Romanian residents with recent tourism experience. Recruitment began through student groups and continued via participant-led link sharing, producing a young, highly educated non-probability sample that was not limited to students. Three descriptive, content-based indices were formed from questionnaire items and are not treated as validated scales. In a blockwise multiple linear regression, sustainability information orientation was positively associated with the intention index after adjustment for gender, age group, education, and general pro-sustainability orientation (B = .626, HC3 SE = .103, p < .001). Because certification-related wording appeared in both the information and intention domains, a sensitivity analysis removed the certified-accommodation item from the outcome. The association remained positive for the two-item outcome covering lower-impact mobility and community-supporting activities (B = .457, HC3 SE = .156, p = .004). The association is therefore not explained solely by the shared certification wording. Content overlap, common-method covariance, cross-sectional measurement, and non-probability recruitment nevertheless limit interpretation. The findings are specific to this sample and are not statistically generalizable to Romanian travelers.
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References
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