20 Apr Promoting Responsible Travel: Purdue STARTlab’s Travel with Care Initiative 

The tourism industry is striving to achieve a balance between the need for economic growth with the responsibility to protect destinations and cultures. To address this challenge, the Sustainable Tourism and Responsible Travel Lab (STARTlab) in the White Lodging-J.W. Marriott Jr. School of Hospitality and Tourism Management at Purdue University, in collaboration with marketing consultancy, Miles Partnership, launched Travel with Care, a free industry education resource designed to empower tourism professionals to educate travelers on sustainable tourism practices. 

As a scholarly initiative grounded in research, Travel with Care leverages insights from academic studies to develop effective responsible traveler education strategies. By integrating behavioral science, marketing principles, and sustainable tourism research, this initiative provides practical tools for destination marketing organizations (DMOs), tourism businesses, and policymakers to positively influence traveler behavior. 

A key focus of Travel with Care is narrowing the gap between travelers’ sustainable intentions and actual behaviors. Research indicates that while many travelers express a desire to minimize their environmental and cultural impact, they often lack the knowledge or motivation to follow through. Additionally, this initiative aims to bridge the gap between academia and industry by translating scholarly findings into actionable insights that tourism professionals and DMOs can use to encourage responsible travel habits, such as respecting local customs, minimizing waste, and supporting local economies. 

Purdue faculty, staff, and graduate students engaged in tourism, hospitality, marketing, and environmental studies may find Travel with Care particularly relevant to their research and teaching. The initiative also provides opportunities for interdisciplinary collaboration, offering a platform to apply academic expertise in real-world tourism challenges. 

To learn more about Travel with Care and explore ways to contribute to responsible tourism education, visit https://travelwithcare.org/. Together, we can ensure that travel remains a force for good – preserving destinations for future generations while enriching the traveler experience today. 

Written: Ailin Fei