Clothing Rental at Tourist Designations: Investigating Individuals' Attitude towards a Novel Business Model
This study investigated consumer's acceptance of a novel approach to minimizing the environmental footprint of tourism and business travel, the rental of clothing the destination location. In this proposed business model tourist would be offered the service of renting all or some of their clothing onsite rather than bringing the items with them. This proposed business model was framed around the triple bottom line approach to sustainable development, and the Rational Choice Theory. Data was collected via an online survey that included Likert scale and open ended questions with essay length response capability. Seventy-two men and women over the age of 18 who travel domestically and internationally for business and/or pleasure participated in this research. Results indicated, 74% of participants would be willing to rent clothing rather than buying new item for a single trip, if the service were offered. The most frequently mentioned reason participants gave for their willingness to rent clothing was to reduce luggage weight. Additional reasons included: convenience during travel due to reduced luggage; not needing to buy new items; the enjoyment of wearing new items; and being able to try expensive designer clothing they would normally not purchase.