Data were collected using a self-ad

Data were collected using a self-administered questionnaire. The survey
instrument included questions on visitors’ attitudes toward green practices,
visitors’ characteristics, and any eco-friendly practices respondents undertook
during their travel in the last year. Questions were based on a survey from a recent
study of green practices at resorts in the USA and Caribbean (Tierney, 2008). The
introduction to the first question stated that “green practices could range from
using/generating renewable energy, using lower CO2 emission forms of
transportation, recycling of wastes, water conservation, buying green products and
supporting green organizations.” Respondents were presented with 18 statements
on green practices and were asked to indicate their agreement or disagreement
with each of the statements on a 1-5 scale, with 5=strongly agree, 4=agree,
3=neither agree nor disagree, 2=disagree, and 1=strongly disagree. The final part
of the survey asked respondents to briefly describe three green or eco-friendly
travel products or services they have purchased or used. Data were also collected
on respondent age, formal education level, household income and current trip
length. A convenience sample of visitors at the California Welcome Center (WC)
at Pier 39 festival center attraction in San Francisco was collected during the third
week of March 2009. Welcome Center visitors at Pier 39 were selected because
WC visitors are similar in diversity to tourists visiting San Francisco and
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