A cross-cultural perspective of backpacker motivation and sustainable behavior

While sustainable behaviors of backpackers continue to attract scholarly attention, previous studies rarely explain the impact of the cultural context of the destination on individual motivations and (un)sustainable behaviors. Based on (cross-)cultural adaptation theory, this study aims to examine the specific impact of backpackers' motivations on their engagement in different specific (un)sustainable behaviors in two different non-Western cultural destinations. Both backpackers in Ghana (n = 400) and China (n = 400) are surveyed and contrasted. Results show differences in motivation components in Ghana (escapism & relaxation, self-development, culture, and enjoyment & adventure) and China (self-development & adventure, socialization & escapism, and vogue). While backpackers in both destinations frequently performed environmentally sustainable behaviors, significant differences exist in socially and culturally sustainable behaviors. Backpackers pursue different psychological needs from different destinations by engaging in a variety of (un)sustainable behaviors. These findings highlight contextual differences in understanding backpacker motivations and sustainable behaviors.