How do social networks and norms influence international leisure travel?

A reduction in greenhouse gas emissions is necessary to keep global warming within bearable limits. One of the keys sectors to target is transportation, specifically long-distance air travel. Cities in the most affluent countries account for most of long-distance travel emissions, including air leisure travel. Redirecting aviation-related behaviors, to reduce demand, could play a critical role as a mitigation strategy. To be able to do this it is necessary to know what motivates people to travel. Previous literature has shown that social networks and social norms are strongly connected to travel behaviors, however more research is needed to inform policy. The overall aim of this study was to deepen knowledge regarding the connections between both aspects of an individual’s social life and international leisure travel. Semi-structured interviews with 21 residents of Reykjavik were conducted, and analyzed with an explanatory analysis approach, following a two-step interpretation process. Results afford novelty showing that visiting loved ones is for some people the only reason to travel, and that for some others traveling is the most convenient way to share quality time with people who live close to them. Both descriptive and injunctive social norms, as well as social identity seeking, are observed in relation to international leisure travel, the norm is to go abroad often. These norms configure in some cases a strong external pressure to travel and a barrier to reduce traveling even in individuals with environmental concerns. The norm is new and possibly evolved this way due to lower price in plane tickets.Vegagerði